中文摘要：

本文从品牌资产的视角出发,采用问卷调查的研究方法探讨了在搜索、体验和信任属性的服务中,感知质量、品牌联想和品牌知名度对品牌忠诚度的正面影响。结果表明,在所有的服务中,感知质量对品牌忠诚的正面提升作用随着厂商与消费者之间信息不对称性的增强而增强,而感知价值和品牌知名度对品牌忠诚的正面影响则随着厂商与消费者之间信息不对称性的增强而减弱;品牌个性和公司联想则分别只有在体验属性和信任属性的服务中才显著正面影响品牌忠诚。

英文摘要：

The purpose of this study is to explore the effects of perceived quality,brand association and brand awareness on brand loyalty across search,experience and credence products.The results suggest that in all kinds of services,the bigger information asymmetry between consumer and firm exist,the more perceived quality affects loyalty,but the less perceived value and brand awareness affects loyalty.The results also indicate that brand personality and organization association only has positive impact on brand loyalty in experience services and credence services respectively.