WTO WTO ATM POS 4 CRM 2

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Carl W.Buechner 2002 9 + CRM CRM 1 CRM Hans Peter Brondmo 2002 2 CEO 1 2 Hans Peter Brondmo 2002 1

WTO WTO 1 1000 2 3 ATM POS 4 CRM 2

1 2 3 4 Thibaut & Kelley Rusbult Polanyi Thibaut & Kelley 1959 Rusbult,1980 Rusbult Polanyi cognitionaffection Lewis and Weigert Madlok structural component social component 3

Susan Fournier & Julie L.Yao 1991 3 Tom Duncan & Sandra E Moriarty 4 Marco Vriens & Michael 5 Jean-Francois Nebel & Robert C.Blattberg 6 Colin Jevons 7 Pankaj Aggarwal 8 2000 9 20012001 2002 2003200220012002delphbrand 2002 2002 David A. Aaker 1989 Kevin Lane Keller1993 20022002 200220022002 E.F.Codd 1970Arthur Hughes Tom Duncan & 3 Susan Fournier,Julie L.Yao : Reviving brand loyalty:a reconceptualization withine the framework of consumer-brand relationships International Journal of Research in Marketing 14 (1997)451-472 4 5 Marco vriens,michael Grigsby: Build profitable online customer-brand relationship Marketing Management 6 7 Colin Jevons: A Taxonomy of Brand Linkages:the Brand-Relationship-interaction(BRI) Matrix Marketing News 1999.2.15. 8 Pankaj Aggarwal: The Effects of Brand Relationship Norms on Consumer Attitudes and Behaviour Management and Economics Research Review 2001 9 4

Sandra E Moriarty(1998) 2001 2000Woodruff(1997)Clark,Pek,Payne&Christopher(1995) Vandermerwe(2000) 10 2001 1994 2000 2002 2002 2002 2002200220022002 2001 199920012003 2001 2000 19992002 720 11 2003 12 A.C 10 2001.2 11 720 2002 12 21 2003 5

Colin Jevons,Mark Gabbott,Leslie de Chernatony1997; David A Aaker, Erich Joachimsthaler 2000 13 (Tom Duncan,Sandra Moriarty 1999) 14 Susan Fournier,Julie L.Yao 15 1994 1 13 David A Aaker,Erich Joachimsthaler: The brand relationship spectrum:the key to the brand architecture challenge California Management Review 2000.summer 14 Tom Duncan,Sandra Moriarty:----- 2000 p57 15 Susan Fournier,Julie L.Yao : Reviving brand loyalty:a reconceptualization withine the framework of consumer-brand relationships International Journal of Research in Marketing 14 (1997)451-472 6

2 3 4 5 7

1999 2001 16 Susan FournierJulie.Yao 17 Anne Charles Frank Henry Pamela Sara Tom 1369 Wendy Susan Fournier,Julie L.Yao: Reviving brand loyalty:a reconceptualization withine the framework of consumer-brand relationships International Journal of Research in Marketing 14 (1997)451-472 16 17 Susan Fournier,Julie L.Yao: Reviving brand loyalty:a reconceptualization withine the framework of consumer-brand relationships International Journal of Research in Marketing 14 (1997)451-472 8

4 1 18 CRM 18 David B Whitlark, Scott M Smith:Using correspondence analysis to map relationships Marketing Research Chicago Fall 2001 9

1 2 3 CRM CRM 4 CRM 19 2000 20 19 1999 p14 20 10

1 2 3 4 2000 2000 p317-318 11

12

1998 21 JILL GRIFFIN1999 1 2 3 4 5 6 7 Millward Brown 21 13

www.millwardbrown.com JILL GRIFFIN Millwordbrown 3 / 14

3 22 22 Francois nebel,robert C.Blattberg BrandRelationship Management:A New Approach for the Third Mliiennium. Http://www.crmproject.com. 15

23 24 16

Degree papers are in the Xiamen University Electronic Theses and Dissertations Database. Full texts are available in the following ways: 1. If your library is a CALIS member libraries, please log on http://etd.calis.edu.cn/ and submit requests online, or consult the interlibrary loan department in your library. 2. For users of non-calis member libraries, please mail to etd@xmu.edu.cn for delivery details.