品牌激情消费研究述评与展望
钟辉;张艳洁;
摘要(Abstract)：
品牌激情消费是当下消费行为中常见的消费现象,然而有关品牌激情消费行为的理论研究却略显不足。本文研究了品牌激情消费行为的相关概念,同时对品牌激情消费的影响因素、形成机制、功效和营销建议等方面进行了研究述评,最后就该课题的未来研究做出展望。
关键词(KeyWords)： 品牌体验;品牌激情;品牌钟爱;品牌推崇;品牌激情消费
基金项目(Foundation): 上海市教育委员会科研创新一般项目“品牌激情消费机制的实证研究”(项目号:14S030)的阶段性成果
作者(Authors): 钟辉;张艳洁;
DOI: 10.16091/j.cnki.cn32-1308/c.2017.05.031
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