基于能力和诚信断裂的品牌关系再续沟通策略

被引：8

作者：

黄静

曾一凡

机构：

[1] 不详

[2] 武汉大学经济与管理学院

[3] 不详

来源：

科学决策 | 2011年 / 05期

关键词：

诊断型策略; 争辩型策略; 品牌关系; 断裂; 再续意愿;

D O I：

暂无

中图分类号：

F273.2 [产品管理];

学科分类号：

摘要：

因品牌能力和诚信而导致的消费者-品牌关系断裂后,企业应采用怎样的信息沟通策略是本研究要探讨的问题。通过实证研究,论文检验了诊断型和争辩型两种信息沟通策略的有效性。因品牌能力问题而产生的品牌关系断裂,采取诊断型的信息沟通策略能更好获得消费者-品牌再续意愿;因品牌诚信问题而产生的品牌关系断裂,采取争辩型的信息沟通策略,能更好的获得消费者-品牌关系再续意愿。

引用

页码：60 / 70

页数：11

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