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MA1D0105MA1D0206

1.Zentes(2008)""

Ailawadi & Keller(2004)

Ekinci & Dawes(2009)

Vazquez-Carrasco & Foxall(2006)

2.2.1.Costa & McCrae(1998)""

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Aaker(1997)""

Aaker42(BPS)()()()

Azoulay & Kapferer(2003)""

Ferrandi & Valette-Florence(2002)""

Azoulay & Kapferer(2003)Aaker(1997)" Western "6

2.2.Freling & Forbes(2005)"Nordstrom"

Zentes(2008)"Aldi""Douglas"

Plummer(1984)

Wentzel(2009)()

Freling & Forbes(2005)"Gap"the Gap"Gap"

Merrilees & Miller(2001)

Gouteron(2006)Aaker()

2.3.

3.

H5H6H1H2H3H41.Proposed model.

3.1.Louis & Lombart(2010)Coca-Cola

Ekinci & Dawes""

3.2.

JacobyKyner1973

JacobyKyner

3.3.Zentes

H1H2H3H4H5H6

4.4.1.FnacPPR

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LSA2010Fnac

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4.2.372Fnace-mail

16%25253454%354415%45549%556%

68%29%3%

57%26%14%3%

4.3.

Aaker (1997)(PBS)AmbroiseValette-Florence (2010)

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SpearsSingh (2004)Zeithaml(1996)Fnac

5.5.1.PLS

Fornell Larcker(AVE)

(AVE)

0.50(P