It still systematically states general theories on brand fostering , which include brand establishing and brand extension theory . the former theory includes the meaning of brand loyalty and lays emphasis on recommendation of the way where false loyalty emerges and by which we analyses the value of loyal consumer 还全面系统地阐述了品牌培养的一般理论：一是品牌的创建理论，包括品牌定位的含义、原则，品牌命名的含义、原则，品牌忠诚度的内涵，重点提出了伪忠诚产生途径和忠诚顾客价值分析的途径。
The third chapter is studying the formation of the consumer brand loyalty , including the common and mentality procession , the relation between the attitude and the behavior during the formation of brand loyalty ; the fourth chapter will make qualitative research on the influencing factors of consumer brand loyalty , bringing forward several supposes from the consumer level and the marketing level ; the fifth chapter is the demonstration section on the influencing factors . making use of the spot investigation to the liquid milk consumers in the 12 supermarkets and 6 milk spots , we will use factors analysis and regressions method to analyze investigation result and illustrate the degree of each influencing factor of consumer brand loyalty so as to testify the supposes that have been made in the fourth chapter 第三章研究消费者品牌忠诚形成过程，包括品牌忠诚形成的一般过程、心理过程以及品牌忠诚形成过程中态度与行为的关系；第四章对消费者品牌忠诚影响因素进行定性研究，具体从消费者层面和企业营销层面提出若干理论假设；第五章对消费者品牌忠诚影响因素进行实证分析，通过对北京地区12家超市6个售奶点的液态奶消费者进行的抽样调查，运用因子分析与回归分析的方法对调查结果进行计量分析，阐明了消费者品牌忠诚度各影响因素的影响力度，对第四章所做假设进行验证。
