品牌忠诚度的影响因素分析 -市场营销专业

摘要

品牌忠诚度作为企业维持竞争优势和实现可持续发展的重要因素，日益受到学术界与实务界的广泛关注。本研究旨在系统分析影响消费者品牌忠诚度的关键因素，通过整合营销理论、消费者行为学及心理学相关研究成果，构建了一个全面的品牌忠诚度影响因素模型。研究采用问卷调查法，在全国范围内选取了12个大中城市，共收集有效样本3056份，运用结构方程模型对数据进行深入分析。研究发现，品牌形象、产品质量、顾客满意度、服务体验以及情感联结是影响品牌忠诚度的核心要素，其中情感联结在品牌忠诚度形成过程中起着尤为关键的作用。此外，本研究首次引入“情感联结”这一概念，并将其细分为归属感、认同感与依赖感三个维度，丰富了现有理论框架。研究结果表明，企业在提升产品和服务质量的同时，应更加注重与消费者建立深层次的情感联系，以增强品牌忠诚度。本研究不仅为理论界提供了新的研究视角，也为企业制定品牌管理策略提供了实证依据，具有重要的理论价值和实践指导意义。

关键词：品牌忠诚度情感联结顾客满意度

Abstract

Brand loyalty, as a critical factor for enterprises to maintain competitive advantages and achieve sustainable development, has garnered increasing attention from both academia and practice. This study aims to systematically analyze the key factors influencing consumer brand loyalty by integrating marketing theory, consumer behavior, and psychological research findings, thereby constructing a comprehensive model of factors affecting brand loyalty. The research employed a questionnaire survey method, selecting 12 major and medium-sized cities nationwide, and collected a total of 3,056 valid samples. Structural equation modeling was utilized for in-depth data analysis. The findings revealed that brand image, product quality, customer satisfaction, service experience, and emotional connection are core elements influencing brand loyalty, with emotional connection playing an especially crucial role in its formation. Moreover, this study introduces the concept of "emotional connection" for the first time, dividing it into three dimensions: a sense of belonging, recognition, and dependence, thereby enriching the existing theoretical fr amework. The results indicate that while enterprises enhance product and service quality, they should also focus on establishing deep emotional connections with consumers to strengthen brand loyalty. This study not only provides a new perspective for theoretical research but also offers empirical evidence for enterprises to formulate brand management strategies, possessing significant theoretical value and practical guiding significance.

Keyword:Brand Loyalty Emotional Connection Customer Satisfaction

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法概述 2

2品牌忠诚度的理论基础 2

2.1品牌忠诚度的概念界定 2

2.2品牌忠诚度的测量方法 3

2.3品牌忠诚度的形成机制 3

3消费者因素对品牌忠诚度的影响 4

3.1个人特征与品牌忠诚度 4

3.2消费习惯与品牌忠诚度 5