品牌忠诚度的构成及其测量

The Meanings and Measurement of Brand Loyalty

品牌忠诚是消费者对品牌产生感情、形成偏好的行为。品牌忠诚由行为忠诚与情感忠诚两部分构成,可从品牌认知、消费者价值判断、消费者满意、消费习惯、购买习惯和向它人推荐等方面进行测量与分析。

Brand loyalty is the consistent preference for one brand overall others. Brand loyalty consists of behavior loyalty and emotion loyalty. We can measure and analyze loyalty based on brand awareness, consumer valuation, consumer satisfaction, consumer usage and recommendation to other.