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顾客选择品牌以及忠诚品牌的原因由理性、情感和文化价值观三部分组成。除了在产品实际功效上尽可能满足消费者的理性要求之外,品牌管理者的最重要目标是保护品牌的好名声,进而满足他们情感和文化价值观方面的需求。
The reason why customers choose brand and loyalty brand is composed of three parts: rationality, emotion and culture value. In addition to meeting consumer’s rational requirements as much as possible in terms of the actual efficacy of the product, the most important goal of brand managers is to protect the brand’s reputation and thereby satisfy their emotional and cultural values.