从品牌危机事件看消费者—品牌关系的再续被引量：13

下载PDF

导出

摘要在当今市场竞争已由产品主导时代进入品牌主导时代的大背景下,企业的生存和发展越来越取决于消费者与品牌之间的关系。品牌危机事件是导致消费者终止品牌关系的重要原因,而采取有效措施应对品牌危机事件能实现消费者—品牌关系的再续,使企业顺利度过危机。从众多品牌危机事件中我们得到启示:树立顾客资产观念、建立品牌危机管理机制和真诚面对消费者是再续消费者—品牌关系的关键。

作者罗蓉李勇辉

机构地区湘潭大学商学院

出处《消费经济》 CSSCI 北大核心 2008年第2期57-60,74,共5页 Consumer Economics

关键词消费者—品牌关系品牌危机再续

分类号 F76 [经济管理—产业经济] F713.5

引文网络
相关文献

参考文献7

1T · htinen, J, and Havila, Virpi. Enhancing research in exchange relationships dissolution[ J]. Journal of Marketing Management, 2004, 20 : 919 - 926. 被引量：1
2Aker, J, Foumier, S, and Brasel, S. Charting the development of consumer - brand relationgships[R]. Research Paper Series, Graduate School of Business Stanford University, Nov. 2001. 被引量：1
3黄静,熊巍.消费者品牌关系的断裂与再续:理论回顾与展望[J].外国经济与管理,2007,29(7):50-55. 被引量：18
4李海廷,孔令一.品牌关系模型的分析及应用[J].学术交流,2007(1):107-110. 被引量：12
5Tumbull, P. David, F, and Malcolm, C. Interaction, relationships and networks in business markets: An evolving perspective[J]. The Journal of business & Industrial Marketing, 1996, 11 (3) :44-62. 被引量：1
6Stauss, B, and Friege, C. Regaining service customers[J].Journal of Service Research, 1999, 1 (4): 347-361. 被引量：1
7Hunt, S D. Foundation of marking theory: Toward a general theory of marketing[M]. Armonk, N Y: M. E. Sharpe, 2002. 被引量：1

二级参考文献28

1Johnson,B.B.Build Customer Relationships That Last[J].Harvard Business Review,1985,(11-12); 120-128. 被引量：1
2Blackston,M.The Qualitative dimension of brand equity[J].Journal of Advertising Research,1995,(7-8); 2-7. 被引量：1
3Fournier,S.Consumer and Their Brands; Developing Relationship Theory in Consumer Research[J].Journal of Consumer Research,1998,(3) ;343-373. 被引量：1
4Ries,A1 and Trout,Jack.Positioning; The Battle for Your Mind[M].New York; McGraw Hill,Inc,1981. 被引量：1
5Dolich,I.J.Congruence relationships between self-images and product brands[J].Journal of marketing research,1969,(2) ;80 -84. 被引量：1
6Keller,K.L.Conceptualizing,Measuring,and Managing Customer based Equity[J].Journal of Marketing,1993,(1); 1 -22. 被引量：1
7Muniz,A.M.and O' Guinn,T.C.Brand Community[J].Journal of Consumer Research,2001,(3) ;412 -432. 被引量：1
8Hunt,S D.Foundations of marketing theory:Toward a general theory of marketing[M].Armonk,NY:M.E.Sharpe,2002. 被引量：1
9Jill,G,and Michael,W L.Customer win back:How to recapture lost customers and keep them loyal[M].San Francisco:Jossey -Bass,2001. 被引量：1
10Havila,V,and Wilkinson,I F.The principle of the conservation of business relationship energy:Or many kinds of new beginnings[J].Industrial Marketing Management,2002,31(3):191-203. 被引量：1