ISSN 1671-3710
CN 11-4766/R

›› 2004, Vol. 12 ›› Issue (4): 594-600.

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Brand Loyalty: the Conception, Measurement and Influencing Factors

Ding Xiaqi,Ma Mouchao,Wang Yong,Fan Chunlei   

  1. 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

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

CLC Number: