本文選題：關系營銷　切入點：消費者-品牌關系　出處：《商業(yè)經(jīng)濟研究》2015年28期 　論文類型：期刊論文

【摘要】：在市場競爭日益激烈的今天,越來越多的品牌通過各種各樣的方式尋求與消費者建立密切的消費者-品牌關系。然而,雖然這一營銷實踐在現(xiàn)實中愈加普遍,學術界對其卻缺乏深入地系統(tǒng)探討。基于此,本文在回顧現(xiàn)有文獻的基礎上,從影響消費者-品牌關系的前因變量、權變變量和結果變量三方面對消費者品牌關系領域的相關文獻進行梳理與總結,系統(tǒng)地提出了消費者-品牌關系概念模型,明晰了現(xiàn)有學術發(fā)展脈絡,并展望了未來研究方向。
[Abstract]:In today's increasingly competitive market, more and more brands seek to establish a close consumer-brand relationship with consumers in a variety of ways. However, although this marketing practice is becoming more and more common in reality, On the basis of reviewing the existing literature, this paper analyzes the antecedent variables that influence the consumer-brand relationship. This paper reviews and summarizes the related literatures in the field of consumer brand relationship from the three aspects of contingency variables and outcome variables, puts forward a conceptual model of consumer-brand relationship systematically, clarifies the existing academic development context, and looks forward to the future research direction.
【作者單位】： 長安大學經(jīng)濟與管理學院;
【基金】：中央高校基本科研業(yè)務費專項資金青年項目(2014G6234028) 國家社會科學基金青年項目(14BTY036)
【分類號】：F273.2
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本文編號：1579165