品牌忠诚是企业保持顾客并赢得竞争优势的基础。无论企业的营销活动有多么努力,品牌忠诚是要受到顾客在购买与消费过程中的介入程度的制约,顾客介入程度越高,品牌忠诚越容易建立,顾客介入程度越低,品牌忠诚越难以建立。因此,企业要想建立品牌忠诚,必须适当地提高顾客购买与消费的介入程度。 Brand loyalty is the foundation for companies to retain their customers and gain a competitive edge. No matter how hard the company’s marketing activities, brand loyalty is subject to the customer involvement in the purchase and consumption constraints, the higher the degree of customer involvement, brand loyalty easier to establish, the lower the degree of customer involvement, the more difficult to establish brand loyalty . Therefore, enterprises want to establish brand loyalty, we must properly improve the level of customer purchase and consumer involvement.