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Influence Mechanical Research of Brand Image on Brand Loyalty based on Generalized Virtual Value

ZHANG Ming-li REN Shu-xia Wang Wei(School of Economics & Management,Beihang University,Beijing 100191,China)  
This study introduces dualistic value Rong-Jie state theory based on generalized virtual economy into the framework of brand relationship benefits,proposes relationship benefits of consumer-brand relations is a form of generalized virtual value,and deeply analyzes the mediating effect of relationship benefit in the chain of brand image and brand loyalty.The results show that:(1) Relationship benefits of consumer-brand relations is a form of generalized virtual value,which include confidence benefits,choice benefits and honor benefits;(2) Brand image was comprised of brand function and brand personality,brand function has positive impact on confidence benefits and choice benefits while brand personality has positive impact on honor benefits;(3)Confidence benefits has significant effect on attitude loyalty and behavior loyalty,while honor benefit only influence attitude loyalty positively.
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