基于消费者价值的品牌关系形成机理

品牌关系研究是目前品牌科学研究领域的热点课题。在借鉴国内外消费者价值、品牌关系和品牌忠诚等相关研究成果的基础上,提出了由价值感知、品牌情感和品牌忠诚三个要素构成的基于消费者价值的品牌关系结构,并分别从变量和维度两个层面上对这三个要素间的作用关系进行了详细分析,以期从消费者价值整体视角对品牌关系的形成机理进行深入解析。

Research on the Formatting Mechanism of Brand Relationship Based on Consumer Value

Brand relationship is a key research project in branding science research subarea.Based on the correlative researches about consumer value,brand relationship and brand loyalty,the paper put forward a structural model for consumer-brand relationship which include perceived value,brand emotion and brand loyalty.We analyze the relationship among the factors from the surface of variables and dimensions.The paper is hoped to research the formatting mechanism of brand relationship based on the visual angle of consumer value.