品牌依恋、品牌承诺、顾客忠诚之间关系的研究综述
A Review of the Relationship between Brand Attachment, Brand Commitment and Customer Loyalty
摘要:
顾客忠诚在营销领域是国内外学者研究的重要变量，如今企业也愈加重视通过与消费者建立情感需求来维系和提高顾客忠诚度。本文对品牌依恋、品牌承诺及顾客忠诚的研究现状与成果进行了分析，并提出将品牌承诺作为中介变量影响品牌依恋与顾客忠诚关系的可能性，期望能对后续研究提供思考与启示。
Abstract:
Customer loyalty is an important variable in the field of marketing, which is studied by scholars both at home and abroad. Nowadays, enterprises are increasingly paying attention to maintaining and improving customer loyalty by establishing emotional needs with consumers. This paper analyzes the research status and achievements of brand attachment, brand commitment and customer loyalty, and puts forward the possibility that brand commitment as an intermediary variable will affect the relationship between brand attachment and customer loyalty. It hopes to provide some thoughts and inspiration for future research.
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