培養(yǎng)品牌意識(shí)是一種重要的管理思想英文文獻(xiàn)及翻譯-文庫(kù)吧
2025-08-10 09:35 本頁(yè)面
【正文】 amp。 Wilson 1985) confirmed the importance of topofmind awareness in a study which found that the higher the position of the brand in the consumer39。s mind measured by unaided recall, the higher the purchase intention and the higher the relative purchase of the brand. In another study, increases in brand awareness were shown to increase the probability of choice even without any acpanying change in attitude or perceptions (Nedungadi 1990). Brand awareness as a heuristic Brand awareness can also affect decisions about brands within the consideration set (Hoyer amp。Brown 1990。 Keller 1993). Consumers may employ a heuristic (decision rule) to buy only familiar, wellestablished brands (Roselius 1971。 Jacoby et al. 1977, both cited in Keller1993). Consumers do not always spend a great deal of time making purchase decisions. In a study of prepurchase search for laundry powder, Hoyer (1984) found that the median number of packages examined instore was before a selection was made. Dickson and Sawyer(1986) found that for purchases such as coffee, toothpaste 3 and margarine, the consumer took an average 12 seconds from the time of first looking at the shelf to the time they placed the item in their trolley. In many cases consumers try to mini mise the costs of decision making in terms of time spent, and cognitive effort, by employing simple rules of thumb, such as 39。buy the brand I39。ve heard of39。. This is particularly likely to occur in low involvement situations where a minimum level of brand awareness may be sufficient for choice (Hoyer amp。 Brown 1990。 Mackay 1990).In such situations, the consumer may lack the motivation or the ability to judge between brands (Petty amp。 Cacioppo 1986). Goods bee increasingly petitive. Technology, munication, sharing of knowledge resources, so that technical barriers to market entry significantly reduced, to induce a significant increase in petitors, and a large number of same kind of petition, making room for more expansion of consumer choice . This is forcing panies have to focus on the creation of petitive brands, enhance the brand strength, and in order to establish its prominence in the minds of consumers with unique image. overall surplus in the supply market, survive down Only the best brands. Therefore, the fostering and protection of the brand to bee an inevitable move. Chinese enterprises to participate in international petition, based on the needs of the world. With the speeding up of China39。s accession to the WTO, China and international markets to accelerate the rate of merging, the degree of deepening. The face of strong petitors, Chinese enterprises only established to highlight the national character, attached to the corporate culture of high quality and high reputation of the brand to the world market, widely recognized and accepted. Rational consumer behavior, panies need to build brand awareness. The rich and diversified products, to improve the overall quality of the consumer, the adequacy of the dissemination of information has greatly enhanced the color of the rational consumer behavior. And this time, the brand has bee consumers and the link between product produced, as they
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