The Effect Mechanism of Product Brand Image on Corporate Brand Loyalty: An Empirical Study of Campus Credit Card

摘要：

Product homogeneity is severe in the market nowadays. Product brand image becomes a key factor to raise the corporate brand loyalty and promote enterprise to profit consistently. This article sets up a mechanism of how product brand image affects corporate brand loyalty based on the relationship among product brand image, product brand trust, customer satisfaction and corporate brand loyalty. This empirical study of college students credit card and bank loyalty indicate that product brand image and customer satisfaction can drive corporate brand loyalty directly, and product brand trust has an indirect impact on corporate brand loyalty; besides, product brand image is the most important factor influencing corporate brand loyalty.

作者: YU Weiping DUAN Guimin FENG Jun

作者单位: Business School, Sichuan University, Chengdu, P.R.China, 610064

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 826-834

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）