中文摘要：

在产业价值链中,品牌价值传递是一个依次通过供应商、生产商、零售商和终端顾客的梯次传递过程,品牌价值传递的有效性可以用顾客忠诚来衡量,品牌价值有效传递的影响因素是导致品牌价值链各环节顾客忠诚的影响因素的集合,它们共同推动品牌价值的有效传递。研究表明,品牌价值在沿着产业价值链自上而下的传递过程中,品牌价值在前面环节的有效传递会促进其在后面环节的有效传递,而且上游环节对相邻的下游环节影响比较大,随着环节的延伸这种影响程度会弱化。

英文摘要：

In the industry value chain, brand value delivery is an echelon transfer process sequentially through suppliers, manufaeturers, retailers and end customers, the effectiveness of brand value transfer can be measured used with customer loyalty, brand value effectively transfer factors are the collection of factors lead to customer loyalty of brand value chain, which promote the effective transfer of the brand value together. The result shows that, in the transfer process of brand value along the industry value chain from top to bottom, the front part of the effective transmission will facilitate its effective transmission links in the back, and upstream has a large impact on neighboring downstream links, as the extension of the part, this impact will be weakened.