[1]胡礼文,罗洁.银行顾客品牌信任向品牌忠诚转化的路径研究——以中国工商银行为例[J].金融教育研究,2013,(06):17-21.
　HU Liwen,LUO Jie.Study on the Path of Transformation to the Bank Customers from the Brand Trust into Brand Loyalty——Take the Industrial and Commercial Bank of China(ICBC) as an example[J].,2013,(06):17-21.
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银行顾客品牌信任向品牌忠诚转化的路径研究——以中国工商银行为例()
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《金融教育研究》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2013年06期
页码:
17-21
栏目:
出版日期:
2013-12-31

文章信息/Info

Title:
Study on the Path of Transformation to the Bank Customers from the Brand Trust into Brand Loyalty——Take the Industrial and Commercial Bank of China(ICBC) as an example
作者:
胡礼文;罗洁;
江西师范大学商学院,江西南昌,330022
Author(s):
HU Liwen; LUO Jie
关键词:
商业银行; 品牌信任; 品牌忠诚; 路径
Keywords:
commercial bank;  brand trust;  brand loyalty;  path
分类号:
F830.33
文献标志码:
A
摘要:
文章从商业银行与顾客之间的关系现状入手,基于中国消费者在拥有高品牌信任的同时,却有着较低的品牌忠诚的现象,分析如何将顾客对商业银行的品牌信任转换为品牌忠诚的营销路径。以中国工商银行为例,介绍该银行将顾客对其品牌信任转化为品牌忠诚的营销实践,以期能够对现代商业银行品牌管理提供参考。
Abstract:
This paper starts from the relationship between the commercial bank and the customer,for the situation that Chinese consumers have high brand trust,but low brand loyalty.We analyze the marketing path to the customers' transforming their brand trust into brand loyalty.The paper takes the Industrial and Commercial Bank of China(ICBC)as an example,introducing the marketing practice for the ICBC push their customers to transform brand trust into brand loyalty.And we hope to provide reference for the brand management of modern commercial bank.

参考文献/References:

[1]霍映宝,韩之俊.一个品牌信任模型的开发与验证[J].经济管理,2004(9).
[2]Elena Delgado—Ballester,Jose Luis Munuera—Aleman.Brand trust in the context of consumer loyalty[J].European Journal of Marketing,2001(35).
[3]马克态.品牌信任——品牌管理的基石[J].中国商标,2010(4).
[4]袁登华.品牌忠诚和品牌转换的心理动因探讨[J].心理科学,2009(32).
[5]马明峰,陈春花.品牌信任、品牌可信度与品牌忠诚关条的实证研究[J].经济管理,2006(11).
[6]顾春梅,张伟.品牌代言人可信度对品牌忠诚的影响研究——以品牌信任为中介[J].江苏商论,2012(10).

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更新日期/Last Update: 1900-01-01