首都经济贸易大学学报Issue(3)：111-117,7.
国内自主品牌家用轿车的品牌形象对客户忠诚度的影响
Influence of Domestic Independent Brand Image of Family Car on the Customer Loyalty
摘要
Abstract
At present,the family car companies with domestic independent brand are not only facing the huge development opportunity,but also need to face the fierce market competition at the same time.This paper finds there are significant positive impact of brand image on customer satisfaction,perceived value and loyalty through the em-pirical study,and there are significant positive effect about the customer perceived value and satisfaction on loyalty. The family car companies with domestic independent brand should not only pay attention to increase the hard power such as quality of the products in the competition with foreign brands,but also make great efforts on the soft power such as brand marketing ability,and make efforts to provide excellent environment in 4s shop to create the good ex-perience of pre-sale and after-sales service for customers.关键词
品牌形象/客户感知价值/客户满意度/客户忠诚度/自主品牌Key words
brand image/customer perceived value/customer satisfaction/customer loyalty/independent brand分类
管理科学引用本文复制引用
杨楠..国内自主品牌家用轿车的品牌形象对客户忠诚度的影响[J].首都经济贸易大学学报,2015,(3):111-117,7.基金项目
河南省哲学社会科学规划项目“河南省小微型科技创业企业信用评价研究”（2014BJJ089）；河南省教育厅科学技术研究重点项目资助计划“河南省科技型小微企业创业环境评价研究”（14A630055）；河南省教育厅人文社会科学研究项目“河南省科技创业企业知识产权融资问题研究” （）
