消费者品牌忠诚影响因素实证分析An Empirical Study on the Factors Influencing Brand Loyalty
陆娟,张东晗
摘要(Abstract)：
伴随着激烈的市场竞争,消费者品牌转换行为日趋频繁,迫使企业寻找影响消费者品牌忠诚的关键因素。本文以北京市消费者为研究对象,对消费者品牌忠诚的影响因素进行了实证分析,得出了驱动品牌忠诚的若干因素,以期为企业做出正确的营销决策提供参考。
关键词(KeyWords)： 品牌忠诚;影响因素;实证分析
基金项目(Foundation): 国家自然科学基金资助项目(项目批准号:70372029 教育部人文社会科学研究项目(项目批准号:031JD630006)的成果之一。
作者(Author): 陆娟,张东晗
DOI: 10.19337/j.cnki.34-1093/f.2004.06.009
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