【摘要】 论文根据S-O-R理论和双因素理论建立品牌吸引力、品牌知名度、品牌员工行为和品牌忠诚度之间的理论关系模型,采取问卷调查的方式收集数据,进行因子分析、信效度分析、模型修正与拟合、假设检验,研究发现产品吸引力对品牌忠诚度具有积极的正向影响,品牌知名度对品牌忠诚度不具有直接的影响作用,品牌员工行为对品牌吸引力、品牌知名度、品牌忠诚度具有积极的正向影响,且在产品吸引力与品牌忠诚度之间具有中介作用。更多还原

【Abstract】 Based on S-O-R theory and two-factor theory, this paper establishes a theoretical relationship model among brand attraction,brand awareness, brand employee behavior and brand loyalty, collects data through questionnaire survey, and conducts factor analysis,reliability and validity analysis, model modification and fitting, and hypothesis testing. The results showed that product attractiveness has positive effect on brand loyalty, brand awareness is not has a direct impact to brand loyalty, and the behavior of brand employees has positive influence on brand attraction, brand awareness and brand loyalty, and plays an intermediary role between product attraction and brand loyalty.更多还原