Strategies of Cultivating Brand Loyalty in China

摘要：

　　Consumer brand loyalty is of great significance to enhance the competitiveness of Chinas domestic brands.From the four dimensions of brand loyalty: attitudinal loyalty, affective loyally, conative loyalty and action loyalty, this paper does a comprehensive analysis of the consumer psychology of Chinese local brands and explore brand marketing strategy suitable for Chinas national conditions, expecting to be able to develop and improve the applicable management theory in the Chinese domestic brands.

关键词： Brand Loyalty Consumer Countermeasure

作者: Wen Tingting Zhang Min

作者单位: School of Marxism,China West Normal University Nanchong,China School of Foreign Languages,China West Normal University Nanchong,China

会议类型: 国际会议

会议名称: 2013 International Conference on Education Technology and Management Science(ICETMS2013)2013年教育技术与管理科学国际会议

会议地点: 南京

会议语种:英文

页码: 724-726

在线出版日期: 2013-06-08（万方平台首次上网日期，不代表论文的发表时间）