18至24周歲中，品牌忠誠(chéng)度影響因素的測(cè)定[外文翻譯](已修改)
2025-06-01 19:44 本頁(yè)面
【正文】 標(biāo)題： Determination of brand loyalty factors age group1824 原文： The topic of Brand Loyalty holds great interest for market researchers, marketing managers and marketing academics. Brand Loyalty is a key issue for many marketing managers, and panies spend millions each year tracking brand loyalty levels through market research organizations. This interest in brand loyalty is also reflected in the academic literature, where loyalty has also been referred to a mitment and retention. Loyalty is an important concept in strategic marketing. A base of loyal customers allows marketers to charge a premium price and to reduce the cost of doing business through decreasing acquisition and promotion costs, thus increasing shareholders value and hence profitability . It has been suggested that it takes a lot less money to increase the retention if current customers than to find new ones . Fred Reichheld, formerly with Bain Consulting, defined loyalty in the Harvard Business review, as the willingness of someonea customer, an employee, a friendto make an investment or a personal sacrifice in order to strengthen relationship. Loyalty, therefore, is a big dealtaking lots of thought, planning and consideration on the part of the marketers. From a firm39。s perspective, a successful brand enables it to maintain a high level of consumer acceptance, often in the face of considerable petition. In addition, brand loyalty can: * Provide a solid foundation for new product launch and for licensing * Offset a decline in market share during price and promotional wars * Help provide resistance to petitive attacks Aaker wrote, The brand loyalty of the customer base is often the core of a brand39。s equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, there is likely little equity. From the customer39。s perspective, a brand provides a visible representation of difference between products. Brands allow consumers to shop with confidence in an increasingly plex world. A brand can signify product quality as well as aid consumers in differentiating the product from petitive offerings. A brand that consumers trust will also serve to reduce perceived risk and postpurchase cognitive dissonance. Modeling of price elasticity effects also demonstrate the importance of loyalty. More loyal consumers, as measured by probability of purchase or share of requirements from past purchase panel data, are less likely to switch due to a given price inducement。 as a corollary a loyal buyer usually needs a bigger discount to switch than would a less loyal buyer . Marketers must understand what brand loyalty is, bearing in mind that brand loyalty will be different for each brand managed. Research suggests that customers can demonstrate loyalty by purchasing, by being willing to remend, and by providing advice to the pany, and finally, customers could demonstrate brand loyalty through an intention to repurchase. Thus, brand loyalty is a plex construct and it should not be assumed that behavioral loyalty involves feelings or positive cognitive processes as antecedents, brand attitude may be one possible determinant of loyal behavior, but there are others such as distribution, market concentration and promotional activity supporting a brand. A loyal buyer usually needs a bigger discount to switch than would a less loyal buyer . Clearly, it is important for brand ow
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