摘 要
随着市场竞争日益激烈，品牌忠诚度成为企业实现可持续发展的重要保障。本研究旨在探讨消费者品牌忠诚度的形成机制及其维系策略，以帮助企业提升市场竞争力和客户关系管理能力。研究基于社会交换理论与情感依附理论，通过文献分析与实证研究相结合的方法，构建了包含品牌信任、品牌情感、品牌体验及感知价值等关键因素的理论框架，并采用问卷调查法收集数据，运用结构方程模型进行数据分析。结果显示，品牌信任和感知价值对品牌忠诚度具有显著正向影响，而品牌情感在这一过程中起到重要的中介作用；此外，积极的品牌体验能够强化消费者的情感依附，从而进一步促进品牌忠诚度的形成。本研究的创新点在于将品牌情感作为核心变量纳入分析体系，揭示了其在品牌忠诚度形成中的关键作用，并提出了基于情感连接的忠诚度维系策略。研究结论为企业提供了明确的实践指导，即通过优化品牌体验、增强消费者信任以及培养深层次的情感联系，可以有效提升品牌忠诚度，从而在竞争中占据优势地位。同时，本研究也为相关领域的学术探索提供了新的视角和方法论支持。
关键词：品牌忠诚度；品牌情感；品牌信任；感知价值；品牌体验
Abstract
As market competition becomes increasingly intense, brand loyalty has become a crucial guarantee for enterprises to achieve sustainable development. This study aims to explore the formation mechanism of consumer brand loyalty and its maintenance strategies, thereby assisting enterprises in enhancing their market competitiveness and customer relationship management capabilities. Grounded in social exchange theory and emotional attachment theory, this research integrates literature analysis with empirical research to construct a theoretical fr amework that incorporates key factors such as brand trust, brand emotion, brand experience, and perceived value. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The results indicate that brand trust and perceived value have significant positive effects on brand loyalty, while brand emotion plays an important mediating role in this process. Furthermore, positive brand experiences can strengthen consumers' emotional attachment, thereby promoting the formation of brand loyalty. The innovation of this study lies in incorporating brand emotion as a core variable into the analytical system, revealing its critical role in the formation of brand loyalty and proposing loyalty maintenance strategies based on emotional connection. The conclusions provide enterprises with clear practical guidance: by optimizing brand experiences, enhancing consumer trust, and cultivating deep emotional connections, brand loyalty can be effectively improved, enabling enterprises to gain a competitive advantage. Simultaneously, this study offers new perspectives and methodological support for academic exploration in related fields.
Keywords: Brand Loyalty; Brand Affection; Brand Trust; Perceived Value; Brand Experience
目 录
1绪论 1
1.1消费者品牌忠诚度研究背景 1
1.2研究消费者品牌忠诚度的意义 1
1.3国内外研究现状分析 1
1.4本文研究方法概述 2
2品牌忠诚度形成的关键因素 2
2.1消费者心理对忠诚度的影响 2
2.2产品品质与品牌忠诚度的关系 3
2.3服务体验在忠诚度形成中的作用 3
2.4社会文化对品牌忠诚度的塑造 4
2.5忠诚度形成模型构建 4
3品牌忠诚度的维系策略分析 5
3.1客户关系管理的作用 5
3.2营销活动对忠诚度的促进 5
3.3品牌价值传递与维护 6
3.4数字化工具在忠诚度维系中的应用 6
3.5忠诚度维系的成本效益评估 7
4实证研究与案例分析 7
4.1研究设计与数据收集方法 7
4.2消费者行为特征实证分析 8
4.3典型品牌忠诚度策略案例研究 8
4.4忠诚度策略效果评价指标体系 9
4.5实证研究结论与启示 9
结论 10
参考文献 11
致 谢 12
