销售促进对快消品品牌忠诚度的影响
近年来，销售促销对品牌忠诚度的影响研究备受关注。本研究通过对超市数据收集和分析，证实销售促进虽然能短时间内提高快消品销售量，但是并不能真正的提高其品牌忠诚度。而且，这一影响在快消品不同品类上没有区别。
关键词：销售促进 品牌忠诚度 品牌总体忠诚度 SOR 快消品
Abstract：Recent years，the study on the effect of sales promotion to brand loyalty is highly concerned. Through data collection and analysis from supermarket, it’s confirmed that sales promotion can promote sales of fast consumption goods in a short time, but not really improve its brand loyalty. And neither has any difference on other catalogs.
Key words: sale promotion; brand loyalty; brand’s total loyalty; SOR; fast consumption goods;
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