Brand Relationship Hierarchy and Its Influencing factors of Time-honored SMEs
With the advent of the era of brand competition, the key of revitalizing time-honored small and medium enterprises (SMEs) is to re-establish brand relationship and cultivate brand loyalty. This research puts forward that brand relationships of the time-honored SMEs have relationship hierarchy from relationship formation, relationship development to relationship maintenance, and also finds that the influencing factors of hierarchy of relationship development include obvious factors at the consumer level and the recessive factors at the enterprise level according to literature and results of expert-consulting. Therefore, the time-honored SMEs should cultivate brand relationship from relationship concept and strategies such as consumer communication, and reforming and passing down brand elements to gain relationship assets.
time-honored SMEs brand relationship relationship hierarchy influencing factors
ZHANG Ying ZHANG Juhua
Anhui University of Finance and Economics, P.R.China
国际会议
杭州
英文
229-232
2009-10-25（万方平台首次上网日期，不代表论文的发表时间）