基于V.Kumar的顾客品牌价值组成部分模型文献综述

摘要

品牌一直是营销学中一个重要的话题,而塑造良好品牌形象不仅能够吸引新的消费者,还能留着老顾客,增加公司盈利.本文以2013年V.Kumar在《Profitable Customer Engagement:Concept,Metrics,and Strategies》一书中提出的顾客品牌价值概念和框架为基础,对品牌知识,品牌态度,品牌行为意向,品牌行为这几个变量以往研究的文献进行了整理归纳,希望能给公司管理者和以后有这几变量的研究提供参考.%Brand has always been an important topic in marketing, and shaping a good brand image can not only attract new consumers, but also keep old customers and increase the company's profitability. In this paper, based on the concept and framework of customer brand value proposed by V.Kumar in"Profitable Customer Engagement:Concept, Metrics, and Strategies", brand knowledge, brand attitude, brand behavior intention and brand behavior variables of the previous study were summarized, hoping to provide reference for company managers and the study of the variables in the future.