Strategies of Cultivating Brand Loyalty in China

DOI

10.2991/icetms.2013.320How to use a DOI?

Keywords

Brand Loyalty; Consumer; Countermeasure;

Abstract

Consumer brand loyalty is of great significance to enhance the competitiveness of China's domestic brands. From the four dimensions of brand loyalty: attitudinal loyalty, affective loyalty, conative loyalty and action loyalty, this paper does a comprehensive analysis of the consumer psychology of Chinese local brands and explore brand marketing strategy suitable for China's national conditions, expecting to be able to develop and improve the applicable management theory in the Chinese domestic brands.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tingting Wen
AU  - Min Zhang
PY  - 2013/06
DA  - 2013/06
TI  - Strategies of Cultivating Brand Loyalty in China
BT  - Proceedings of the 2013 Conference on Education Technology and Management Science (ICETMS 2013)
PB  - Atlantis Press
SP  - 1183
EP  - 1185
SN  - 1951-6851
UR  - https://doi.org/10.2991/icetms.2013.320
DO  - 10.2991/icetms.2013.320
ID  - Wen2013/06
ER  -