品牌关系隔离的研究述评.PDF

Modern Marketing 现代市场营销, 2017, 7(2), 64-69 Published Online May 2017 in Hans. /journal/mom /10.12677/mom.2017.72008 Research Review of Consumer-Brand Relationship Detachment 1 2 Youxian Pan , Wenqiang Huang 1 School of Economics and Management, Hainan University, Haikou Hainan 2 Personnel Department of Hainan University, Haikou Hainan th th th Received: May 11 , 2017; accepted: May 27 , 2017; published: May 31 , 2017 Abstract Brand detachment is seen as part of the emotional change of brand break, and enterprises can make the brand tree prosperous if they can renew the brand relationship in the isolation stage, before brand relationship break. The article is a foreign literature review, so that Chinese scholars can carry out in-depth research forward. Based on the evaluation of research abroad, future re- search directions are proposed. Keywords Consumer-Brand Relationship, Brand Detachment, Brand Break 消费者–品牌关系隔离的研究述评 1 2 潘友仙 ，黄文强 1海南大学经济与管理学院，海南 海口 2海南大学人事处，海南 海口 收稿日期：2017年5月11 日；录用日期：2017年5月27 日；发布日期：2017年5月31 日 摘 要 品牌隔离被看作品牌断裂的情感变化部分，企业若能在隔离阶段既品牌关系断裂前做好品牌关系的再续 工作则能使品牌之树长盛不衰。文章对国外相关文献进行梳理和回顾，以为我国学者开展深入研究抛砖 引玉。在对国外研究评价的基础上，提出了今后的研究方向。 文章引用: 潘友仙, 黄文强. 消费者- 品牌关系隔离的研究述评[J]. 现代市场营销, 2017, 7(2): 64-69. /10.12677/mom.2017.72008 潘友仙，黄文强 关键词 消费者–品牌关系，隔离，断裂 Copyright © 2017 by author(s) and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ Open Access 1. 引言 留住顾客及维系品牌忠诚在企业的长期成功中扮演着重要的角色(Mittal Lassar, 1998;