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首页> 外文期刊>Cogent Business & Management >The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector
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The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector

机译：企业品牌声誉对品牌依恋和品牌忠诚度的影响：汽车行业

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AbstractThe current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim that customer citizen helping others is one of the most important corporate attributes perceived by customers of the three brands. Limitations and suggestions for further research are also provided.
机译：摘要本研究旨在分析考虑汽车行业以及特斯拉，丰田和沃尔沃等品牌的企业品牌声誉对品牌依恋和品牌忠诚度的影响。汽车品牌社区的327名参与者进行了抽样调查。总体调查结果表明，企业品牌声誉的感知比品牌依恋更有效地提高品牌忠诚度。但是，效果可能取决于汽车品牌策略。我们还可能声称，帮助他人的顾客公民是这三个品牌的顾客所感知的最重要的公司属性之一。还提供了进一步研究的局限性和建议。

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