本文選題：文獻回顧 + 品牌忠誠　； 參考：《廈門大學》2009年碩士論文

【摘要】： 本文以ProQuest檢索平臺所有子數(shù)據庫中收錄的有關品牌忠誠的文獻為基本素材,采用內容分析法進行研究,力圖對近半個世紀來世界范圍內品牌忠誠研究的基本狀況進行系統(tǒng)客觀的梳理和總結,期望為今后的品牌忠誠理論建構和實踐活動提供新的指導意義,并為我國品牌忠誠理論研究的發(fā)展進步提供借鑒經驗。 對搜集到的881篇文獻的分析結果表明:①20世紀60年代到21世紀,世界范圍內的品牌忠誠研究在數(shù)量上總體呈逐年代上升趨勢,品牌忠誠研究經歷了探索起步、緩慢發(fā)展、平穩(wěn)增長、快速增長和繁榮發(fā)展這五個階段。60年代文獻總數(shù)為9篇,70年代文獻總數(shù)為66篇,80年代文獻總數(shù)為120篇,90年代文獻總數(shù)為266篇,2000年-2008上半年文獻總數(shù)為420篇;各個時期的研究成果呈現(xiàn)不同的發(fā)展趨勢。②研究者們對品牌忠誠的定義、作用與意義、影響因素、測量、與其它領域的關系、實務探討、網絡品牌忠誠等七個研究主題關注度不盡相同。其中,品牌忠誠的影響因素、品牌忠誠與其它領域的關系、實務探討這三個研究主題是研究重點,其中又以品牌忠誠的影響因素最受關注。③在七個研究主題中,“影響因素”盡管在各年代所占比例均為最高,但在各年代所占比例呈下降趨勢;“定義與分類”在本研究中出現(xiàn)于60年代,呈逐年代平穩(wěn)增長趨勢;“作用與意義”、“測量”在70年代出現(xiàn),80年代比例小幅下降,90年代比例小幅回升,在進入21世紀后平穩(wěn)增長;“實務探討”與“品牌忠誠與其它領域的關系”均呈逐年代遞增趨勢,略有不同的是,實務探討研究增速較為平緩,而“品牌忠誠與其它領域的關系”則在進入21世紀后比此前各年代的總和增長了近一倍;“網絡品牌忠誠”研究起步相對較晚,卻隨著網絡的發(fā)展以及電子商務的日趨成熟,呈現(xiàn)出良好的快速發(fā)展態(tài)勢。④在重點分析的六個研究主題中:以行為-態(tài)度綜合論的視角來界定品牌忠誠是大勢所趨,網絡品牌忠誠是研究的新熱點;品牌忠誠之于企業(yè)的作用得到研究者的關注,而之于消費者的意義研究相對較少;對于品牌忠誠影響因素的探究主要從企業(yè)及消費者兩個層面展開;態(tài)度與行為相結合的二維測量是研究的新趨勢;個案的經驗分析、忠誠計劃的有效開展以及客戶關系管理在品牌忠誠實踐中倍受矚目;品牌滿意、品牌轉換、品牌選擇、品牌資產、品牌信任與品牌忠誠的相互關聯(lián)及影響機制是研究的熱點。⑤國際上的品牌忠誠研究以定量研究方法為主,其中又以調查法和實驗法為主要方法,二者共占所有研究的76.2%。⑥美國是當仁不讓的品牌研究大國和強國,其在品牌忠誠研究方面的成果無論是從數(shù)量上還是質量上都是其它國家所無可比擬的。我國在品牌忠誠研究領域與國際水平還有相當?shù)牟罹唷?br/>[Abstract]:This paper, taking the literature of brand loyalty included in all the sub databases of the ProQuest retrieval platform as the basic material, uses the content analysis method to make a systematic and objective analysis and summary of the basic status of the research on brand loyalty in the world over the past half a century, hoping to construct and Practice the theory of brand loyalty in the future. Activities provide new guidance and provide reference for the development of brand loyalty theory in China.
The analysis of the 881 literature collected shows that: (1) from 1960s to twenty-first Century, the number of brand loyalty studies in the world was on the rise in the number of years, and the research on brand loyalty has experienced the five stages of.60's total of 9, 70, slow development, steady growth, rapid growth and prosperity. 70 The total number of literature in the years is 66, the total number of literature in 80s is 120, the total number of literature in 90s is 266, the total number of literature in the first half of 2000 is 420. The research results of each period show different development trends. 2. The definition, effect and significance of brand loyalty, influence factors, measurement, relations with other fields, and practical discussion, The seven research topics such as network brand loyalty are different. Among them, the influence factors of brand loyalty, the relationship between brand loyalty and other fields, the three research topics are the focus of the research, and the most important factors are the influence factors of brand loyalty. (3) in the seven research topics, the "influencing factors" are in all years. The proportion is the highest, but the proportion of the years is declining; "definition and classification" appeared in this study in 60s, showing a steady growth trend in the year by year. "Effect and significance", "measurement" appeared in 70s, the proportion of 80s decreased slightly, the proportion of 90s increased slightly, after entering twenty-first Century, the steady growth; " The relationship between "brand loyalty" and "brand loyalty" and other areas increased gradually. In a slightly different way, the growth rate of practical research is relatively slow, while the relationship between brand loyalty and other areas has been nearly doubled since the twenty-first Century, and the research on "network brand loyalty" is relatively new. Later, with the development of the network and the maturity of e-commerce, it presents a good rapid development trend. (4) in the six research topics of key analysis, it is the general trend to define brand loyalty in the perspective of behavior attitude synthesis, and the brand loyalty is a new hot spot of research; the role of brand loyalty to the enterprise has been studied. The research on the meaning of the consumer is relatively small, and the research on the influence factors of the brand loyalty is mainly from the two levels of the enterprise and the consumer; the two dimensional measurement of the combination of attitude and behavior is the new trend of the study; the empirical analysis of the case, the effective development of the loyalty plan and the loyalty of the customer relationship management in the brand loyalty The study of brand satisfaction, brand conversion, brand selection, brand equity, brand trust and brand loyalty is the focus of research. 5. The research on brand loyalty is based on quantitative research method, and the main methods are investigation and experimental method, and the two are the 76.2%. of all studies in the United States The research of brand loyalty is unparalleled in the research of brand loyalty, both in quantity and in quality. There is still a considerable gap between the research field of brand loyalty and the international level in our country.

【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

【引證文獻】

相關博士學位論文 前1條

1 潘廣鋒;網站特征對互聯(lián)網品牌忠誠的影響機理研究[D];山東大學;2013年

相關碩士學位論文 前3條

1 藺卓娜;品牌關系型態(tài)與品牌忠誠關系的實證研究[D];東北財經大學;2010年

2 郭臻臻;我國大學品牌個性對品牌忠誠的影響研究[D];山東大學;2010年

3 徐景;品牌危機對品牌忠誠的影響機制研究[D];中南大學;2011年

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本文編號：1788872