调查品牌共鸣的中介作用 ——豪华连锁酒店品牌权益对消费者保留与顾客公民行为的影响

林 诚, 丁黄 育彦
澳门科技大学商学院

摘要


本研究结合豪华连锁酒店相关背景，从消费者的角度出发，以品牌权益的构成维度：品牌绩效、社会形象、
价值、可信度为自变量，品牌共鸣为中介变量，检验了品牌权益以及品牌共鸣对消费者保留和顾客公民行为的影响。

关键词


豪华连锁酒店；品牌权益；品牌绩效；社会形象；价值；可信度；品牌共鸣；消费者保留；顾客公民行为

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