品牌忠诚度测度及策略导向模型  

The Model for the Measurement of Trademark Devotion and Strategic Orientation

作　　者：王兴元[1] 孙国翠[2] 

机构地区：[1]山东大学管理学院 [2]东大学化学与化工学院,讲师济南市250100

出　　处：《经济管理》2005年第2期57-63,共7页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目论文(项目编号:70372015)

摘　　要：对品牌忠诚及品牌忠诚度的涵义进行了探讨,提出了一种新的品牌忠诚度测度方法——品牌综合忠诚度复数测度及策略导向模型。该模型根据 oliver 对品牌忠诚的定义,把品牌忠诚分为行为忠诚和情感忠诚两个方面,并分别以重复购买率和满意度作为其测量指标,借用数学中复平面的概念,建立了品牌综合忠诚度二维复数测度及策略导向模型。利用该模型对品牌忠诚度进行了测度及策略导向分析。给出了实际应用案例。The paper discusses the connotation of the brands loyalty,reviews the past studies,and put forward a new measur- ing method for the brands loyalty degree-the complex number measuring model of the brands loyalty degree.In the complex number measuring model,according to the Oliver's definition,the brands loyalty can be divided into two parts:the behavior loyalty and the emotional loyalty,and combines them together into the comprehensive complex plane which can be used to measure the status of the brands loyalty and then gives out the strategic guide for the improvement of the brands loyalty.Finally makes a practical case study for the model.

关 键 词：品牌综合忠诚度 行为忠诚 情感忠诚 复数测度模型 策略导向模型 

分 类 号：F406[经济管理—产业经济]