消费者–品牌关系隔离的研究述评
Research Review of Consumer-Brand Relationship Detachment
DOI: 10.12677/MOM.2017.72008, PDF, HTML, XML, 下载: 1,733  浏览: 4,041  科研立项经费支持
作者: 潘友仙：海南大学经济与管理学院，海南 海口；黄文强：海南大学人事处，海南 海口
关键词: 消费者–品牌关系；隔离；断裂；Consumer-Brand Relationship； Brand Detachment； Brand Break
摘要: 品牌隔离被看作品牌断裂的情感变化部分，企业若能在隔离阶段既品牌关系断裂前做好品牌关系的再续工作则能使品牌之树长盛不衰。文章对国外相关文献进行梳理和回顾，以为我国学者开展深入研究抛砖引玉。在对国外研究评价的基础上，提出了今后的研究方向。
Abstract: Brand detachment is seen as part of the emotional change of brand break, and enterprises can make the brand tree prosperous if they can renew the brand relationship in the isolation stage, before brand relationship break. The article is a foreign literature review, so that Chinese scholars can carry out in-depth research forward. Based on the evaluation of research abroad, future re-search directions are proposed.
文章引用：潘友仙, 黄文强. 消费者–品牌关系隔离的研究述评[J]. 现代市场营销, 2017, 7(2): 64-69. https://doi.org/10.12677/MOM.2017.72008

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