The paper discusses the connotation of the brands loyalty,reviews the past studies,and put forward a new measur- ing method for the brands loyalty degree-the complex number measuring model of the brands loyalty degree.
对品牌忠诚及品牌忠诚度的涵义进行了探讨,提出了一种新的品牌忠诚度测度方法——品牌综合忠诚度复数测度及策略导向模型。