Abstract Customers with obvious brand loyalty will resist other competitive marketing persuasion information. They mainly use the methods such as the mode of Biased Assimilation, the mode of Minimizing Impact and the mode of Attribute Weighting. The author chooses the leather shoe industry and brands as the target of experiment and explores the moderators of these three modes. The empirical research finds that the involvement of message is a moderator of the mode of Biased Assimilation; the product knowledge is a moderator of the mode of Attribute Weighting; but is not a moderator of the mode of Minimizing Impact. Based on these findings, we talk about their marketing practice values.
LIU Wei-Beng. Loyal Customers Resisting Competitive Marketing Persuasion: the Moderating Effects of Involvement of Message and Product Knowledge. Economic Survey, 2012, (1): 093.
2012, Vol. 
