本书内容包括： *中国本土文化环境下的商务“关系”：一项探索性研究 *基于公平性调节作用的服务忠诚度前置因素整合模型研究 *消费经验、文化意含与Fishbein模型 *产品创新战略如何实现企业财务绩效：转轨经济条件下中国企业产品创新战略执行路径研究 *企业持续营销力与企业持续成长关系的实证研究 *如何在服务失败后仍然得到顾客的拥护：感知公平、顾客满意、情感承诺对行为意向的影响 *品牌关系倾向对消费者品牌态度的影响 *品牌关系质量的本土化模型：高阶因子结构与测量 *中国消费者的民族中心与民族淡漠心理：试探性结论等。

A Study on Commercial Guanxi in the Chinese Local Culture Context

Model of Prepositive Factors of Loyalty under the Moderating Role of the Justice

Consumption Experience， Cultural Meaning and Fishbein Model

How Is a Firm‘s Financial Performance Achieved through Product Innovation Strategy? A Study on Routes to Implement Product Innovation Strategy for Chinese Firms in Transition Ecgnomy

Empirical Study on the Relationship between Enterprise Sustainable Marketing Competence and Business Sustainable Growth

How to Win Customers‘ Advocacy after Service Failure? The Effects of Perceived Justice， Customer Satisfaction and Commitment on Behavioral Intentions

The Effects of Brand Relationship Orientation on Consumer Brand Attitudes

An Indigenous Study on High-Order Factors Model of Brand Relationship Quality and Its Applications

Consumer Ethnocentrism and Consumer Ethno-apathetic Tendency: An Empirical Test in China ...