品牌忠诚：概念、测量和相关因素

心理科学进展 ›› 2004, Vol. 12 ›› Issue (4): 594-600.

品牌忠诚：概念、测量和相关因素

丁夏齐，马谋超，王詠，樊春雷

中国科学院心理研究所，北京 100101

收稿日期:2003-12-02 修回日期:1900-01-01 出版日期:2004-07-15 发布日期:2004-07-15
通讯作者: 马谋超

Brand Loyalty: the Conception, Measurement and Influencing Factors

Ding Xiaqi,Ma Mouchao,Wang Yong,Fan Chunlei

Institute of Psychology, Chinese Academy of Sciences. Beijing 100101

Received:2003-12-02 Revised:1900-01-01 Online:2004-07-15 Published:2004-07-15
Contact: Ma Mouchao

摘要/Abstract

摘要： 早期研究者对品牌忠诚的定义多是操作性的，主要为行为论和态度论观点。将品牌忠诚看作复杂多维度概念，则成为当前研究者广泛接受的观点。品牌忠诚度是对消费者品牌忠诚的测量，依研究目的不同而有多种形式。消费者认知、态度和行为方面的一些变量，和品牌忠诚相互作用。

关键词: 品牌忠诚, 品牌忠诚者, 品牌忠诚测量

Abstract: Early researchers gave “brand loyalty” an operational definition based on behavioral approach or attitudinal approach. Now, that brand loyalty is a multi-dimensional conception is widely accepted and its measurements are various in different studies. Some consumer’s cognitive, attitudinal and behavioral variables interact with brand loyalty.

Key words: brand loyalty, brand loyals, the measurement of brand loyalty

中图分类号:

B849：C93

丁夏齐，马谋超，王詠，樊春雷. (2004). 品牌忠诚：概念、测量和相关因素. 心理科学进展 , 12(4), 594-600.

Ding Xiaqi,Ma Mouchao,Wang Yong,Fan Chunlei. (2004). Brand Loyalty: the Conception, Measurement and Influencing Factors. , 12(4), 594-600.