This paper is mainly based on the relationship between the fractures and adjourned the brand perspective, it chooses classic domestics Pehchaolin skin care brand for study. On the basis of the relevant theoretical lit...This paper is mainly based on the relationship between the fractures and adjourned the brand perspective, it chooses classic domestics Pehchaolin skin care brand for study. On the basis of the relevant theoretical literature review on the use of empirical analysis methods for the recovery of Pehchaolin brands were analyzed to construct the Pehchaolin brand adjourned intention factors model and validate the model based on the data. Finally, based on the above analysis, some of China＇ s old brand development makes appropriate recommendations and marketing strategies.展开更多
The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measure...The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value （PV） and brand relationship quality （BRQ） , as well as that between BRQ and brand loyalty （BL） based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers＇ learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers＇ behavioral brand loyalty but not their attitudinal loyalty.展开更多
文摘This paper is mainly based on the relationship between the fractures and adjourned the brand perspective, it chooses classic domestics Pehchaolin skin care brand for study. On the basis of the relevant theoretical literature review on the use of empirical analysis methods for the recovery of Pehchaolin brands were analyzed to construct the Pehchaolin brand adjourned intention factors model and validate the model based on the data. Finally, based on the above analysis, some of China＇ s old brand development makes appropriate recommendations and marketing strategies.
基金Sponsored by the National Natural Science Foundation of China (70772089)Program for New Century Excellent Talents in University (2006)
文摘The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value （PV） and brand relationship quality （BRQ） , as well as that between BRQ and brand loyalty （BL） based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers＇ learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers＇ behavioral brand loyalty but not their attitudinal loyalty.
