| 常见牙膏品牌亲和力与重复购买意愿的实证研究 |
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| 引用本文： | 薛倚明,韩琳.常见牙膏品牌亲和力与重复购买意愿的实证研究[J].管理评论,2011(2). |
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| 作者姓名： | 薛倚明 韩琳 |
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| 作者单位： | 中国科学院研究生院管理学院; |
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| 基金项目： | 国家自然科学基金项目(70673100) |
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| 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。
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| 关 键 词： | 品牌亲和力 品牌效用 重复购买意愿 |
An Empirical Comparison on the Brand Affinity and Repeat Purchase Inclination of Common Toothpaste |
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| Xue Yiming , Han Lin.An Empirical Comparison on the Brand Affinity and Repeat Purchase Inclination of Common Toothpaste[J].Management Review,2011(2). |
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| Authors: | Xue Yiming Han Lin |
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| Institution: | Xue Yiming and Han Lin(Management School of Graduate University of Chinese Academy of Sciences,Beijing 100190) |
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| Abstract: | This paper is guided by the Signal Transmission Model ofBrand 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. |
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| Keywords: | brand affinity consumer utility brand utility repeat purchase inclination |
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