消费者—品牌关系文献述评与模型构建

发布时间：2018-03-07 11:48

  本文选题：关系营销　切入点：消费者-品牌关系　出处：《商业经济研究》2015年28期 　论文类型：期刊论文

【摘要】：在市场竞争日益激烈的今天,越来越多的品牌通过各种各样的方式寻求与消费者建立密切的消费者-品牌关系。然而,虽然这一营销实践在现实中愈加普遍,学术界对其却缺乏深入地系统探讨。基于此,本文在回顾现有文献的基础上,从影响消费者-品牌关系的前因变量、权变变量和结果变量三方面对消费者品牌关系领域的相关文献进行梳理与总结,系统地提出了消费者-品牌关系概念模型,明晰了现有学术发展脉络,并展望了未来研究方向。
[Abstract]:In today's increasingly competitive market, more and more brands seek to establish a close consumer-brand relationship with consumers in a variety of ways. However, although this marketing practice is becoming more and more common in reality, On the basis of reviewing the existing literature, this paper analyzes the antecedent variables that influence the consumer-brand relationship. This paper reviews and summarizes the related literatures in the field of consumer brand relationship from the three aspects of contingency variables and outcome variables, puts forward a conceptual model of consumer-brand relationship systematically, clarifies the existing academic development context, and looks forward to the future research direction.
【作者单位】： 长安大学经济与管理学院;
【基金】：中央高校基本科研业务费专项资金青年项目(2014G6234028) 国家社会科学基金青年项目(14BTY036)
【分类号】：F273.2
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本文编号：1579165