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顾客品牌关系下的情感—行为忠诚模型 被引量:1

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摘要 本文在指出传统品牌忠诚研究局限性的基础上,介绍了西方顾客品牌关系理论的研究成果,并将顾客品牌关系理论运用于品牌忠诚研究之中,提出了一个基于顾客品牌关系下的情感——行为模型。该模型借用不同顾客品牌关系,揭示了品牌忠诚的丰富内涵,并反映了不同的关系类型下品牌忠诚的动态性变化。
作者 黄静 郑莉
机构地区 武汉大学商学院
出处 《经济管理》 CSSCI 北大核心 2003年第22期57-63,共7页 Business and Management Journal ( BMJ )
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参考文献10

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  • 10计建,陈小平.品牌忠诚度行为-情感模型初探[J].外国经济与管理,1999,21(1):27-30. 被引量:43

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