顧客感知論文：基于顧客感知的品牌社區(qū)與品牌權(quán)益關(guān)系研究-文庫(kù)吧資料
2025-06-28 17:26本頁(yè)面
【正文】 as the new marketing strategy. Although, to some extent, brand munity and brand equity are totally different in definition, they intersect at brand loyalty. From my paper, it analyzes the relationship between brand munity and brand equity based on the point view of consumers. The attitude of the consumers to the brand decides the brand’s fate. Therefore, it is reasonable to give the frame of this thesis. According to the research model, we study the relationship between brand munity and brand equity by measuring a series of relationships: the cognitive, affective and conative relationship between consumers and the brand, as well as the cognitive, affective and conative relationship between consumers and consumers, impact on the dimension of the brand equity. Based on psychological theories and domestic and foreign research, this thesis raised up seventeen hypothesis. Considering the availability and representatives, the thesis takes YiyuanWine Chateau as a typical example, and according to the domestic and foreign research, bined with the actual situation of YiyuanWineChateau, the paper designs the scale of empirical research. In reference of scientific sample, the th
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