常见牙膏品牌亲和力与重复购买意愿的实证研究  

An Empirical Comparison on the Brand Affinity and Repeat Purchase Inclination of Common Toothpaste

作　　者：薛倚明[1] 韩琳[1] 

机构地区：[1]中国科学院研究生院管理学院,北京100190

出　　处：《管理评论》2011年第2期93-98,106,共7页Management Review

基　　金：国家自然科学基金项目(70673100)

摘　　要：本文以"品牌亲和力-品牌效用-重复购买意愿"的品牌信息经验机制为指南,通过对常见牙膏品牌亲和力的比较研究,探寻牙膏品牌亲和力与消费者重复购买意愿的关系,具有为商家提供品牌经营决策信息的现实意义。This paper is guided by the Signal Transmission Model of＂Brand Affinity-Consumer Utility-Repeat Purchase Inclination＂,aiming at comparing the brand affinity of common toothpaste brands and exploring the relationship between brand affinity and repeat purchase inclination,which is of great practical significance for companies to make business decision in the process of brand management.

关 键 词：品牌亲和力 品牌效用 重复购买意愿 

分 类 号：F426.72[经济管理—产业经济]