品牌资产在营销活动对顾客忠诚影响中的作用研究

在如今竞争越来越激烈的市场上,品牌资产越来越被学者与实业者所重视.同时,顾客忠诚作为企业获利的根本要素,也是关注的焦点.目前,企业开展营销活动是获取顾客忠诚的重要手段之一,但品牌资产在这一过程中所可能起到的作用的研究仍然较为缺乏.通过构建理论模型与实践调研对这一问题进行了实证研究,结果表明品牌资产的强度影响着营销活动对顾客忠诚的影响.最后在实证结论的基础上提出了相关管理启示.

A Research on the Role of Brand Equity in the Effect of Marketing Activities on Customer Loyalty

In the more and more competitive market,brand equity is emphasized by academicians and practicers.And customer loyalty is one of researching focuses,as the base of profitability.Now firms usually take marketing activities to gain customer loyalty.But there are few researches about the role of brand equity in the precess.This paper does an empirical research on this issue,and the result shows that the strength of brand equity will impact the effect of marketing activities on customer loyalty.Finally,this paper gives some managerial implications based on the empirical result.