华东交通大学学报2012，Vol.29Issue(1)：95-101,126,8.
高校品牌形象对品牌满意和品牌忠诚的影响机制
Influencing Mechanism of University Brand Image on Brand Satisfaction and Brand Loyalty
沈鹏熠1
作者信息
- 1. 华东交通大学经济管理学院,江西南昌330013
- 折叠
摘要
Abstract
University brand image helps universities to improve competitive advantage and competitive ability in the process of marketing and popularity of higher education, and promotes the sustainable development of universities. Based on the review of brand image measurement at home and abroad and the connotation and characteristics of university brand, this paper uses the interview method to develop the measurement dimensions and system of university brand image. Meanwhile, this paper analyzes empirically the relationship between university brand image, brand satisfaction and brand loyalty from the perspective of university customers' perception. The results show that university brand image not only has direct positive impact on brand satisfaction and brand loyalty, but also has indirect impact on brand loyalty through brand satisfaction.关键词
高校品牌/高校品牌形象/品牌满意/品牌忠诚Key words
university brand/university brand image/brand satisfaction/brand loyalty分类
社会科学引用本文复制引用
沈鹏熠..高校品牌形象对品牌满意和品牌忠诚的影响机制[J].华东交通大学学报,2012,29(1):95-101,126,8.
