TOC\o"1-2"\h\z\uHYPERLINK\l"_Toc197860036"引言PAGEREF_Toc197860036\h3HYPERLINK\l"_Toc197860037"文献回顾PAGEREF_Toc197860037\h3HYPERLINK\l"_Toc197860038"1.1消费决策类型分类PAGEREF_Toc197860038\h3HYPERLINK\l"_Toc197860039"1.2品牌形象的构成研究PAGEREF_Toc197860039\h4HYPERLINK\l"_Toc197860040"1.3顾客忠诚的定义PAGEREF_Toc197860040\h5HYPERLINK\l"_Toc197860041"1.4品牌形象与顾客满意、顾客忠诚的关系研究PAGEREF_Toc197860041\h6HYPERLINK\l"_Toc197860042"研究方法PAGEREF_Toc197860042\h7HYPERLINK\l"_Toc197860043"2.1研究设计PAGEREF_Toc197860043\h7HYPERLINK\l"_Toc197860044"2.2样本选择PAGEREF_Toc197860044\h7HYPERLINK\l"_Toc197860045"2.3访谈程序PAGEREF_Toc197860045\h7HYPERLINK\l"_Toc197860046"2.4数据处理与解释—可靠性问题PAGEREF_Toc197860046\h7HYPERLINK\l"_Toc197860047"2.5结果PAGEREF_Toc197860047\h8HYPERLINK\l"_Toc197860048"消费决策类型对品牌形象形成的解释PAGEREF_Toc197860048\h8HYPERLINK\l"_Toc197860049"3.1公司硬形象PAGEREF_Toc197860049\h8HYPERLINK\l"_Toc197860050"3.2公司软形象PAGEREF_Toc197860050\h9HYPERLINK\l"_Toc197860051"3.3使用者硬形象PAGEREF_Toc197860051\h10HYPERLINK\l"_Toc197860052"3.4使用者软形象PAGEREF_Toc197860052\h10HYPERLINK\l"_Toc197860053"3.5产品硬形象PAGEREF_Toc197860053\h10HYPERLINK\l"_Toc197860054"3.6产品软形象PAGEREF_Toc197860054\h13HYPERLINK\l"_Toc197860055"3.7小结PAGEREF_Toc197860055\h14HYPERLINK\l"_Toc197860056"消费决策类型形成的品牌形象与品牌忠诚的关系及营销启示PAGEREF_Toc197860056\h14HYPERLINK\l"_Toc197860057"总结与不足PAGEREF_Toc197860057\h15HYPERLINK\l"_Toc197860058"标注PAGEREF_Toc197860058\h16HYPERLINK\l"_Toc197860059"参考文献PAGEREF_Toc197860059\h16HYPERLINK\l"_Toc197860060"致谢PAGEREF_Toc197860060\h16HYPERLINK\l"_Toc197860061"【Abstract】PAGEREF_Toc197860061\h17HYPERLINK\l"_Toc197860062"附录PAGEREF_Toc197860062\h17HYPERLINK\l"_Toc197860063"附录一访谈提纲与相关问题PAGEREF_Toc197860063\h17HYPERLINK\l"_Toc197860064"附录二消费者购物决策风格（CSI）问卷PAGEREF_Toc197860064\h19基于消费决策类型的品牌形象对顾客忠诚度形成影响探析－以深大男性学生手机用户为例林雄俊（学号