18至24周歲中，品牌忠誠(chéng)度影響因素的測(cè)定[外文翻譯]-wenkub
2023-05-19 19:44:25 本頁(yè)面
【正文】 rollary 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 owners to understand the variables that underpin the construct of loyalty and, in particular, loyalty behavior for their brands. Customer loyalty presents a paradox. Many see it as primarily an attitudebased phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programmes. However, studies show that loyalty in petitive repeatpurchase markets is shaped more by the passive acceptance of brands than by strongly held attitudes about them. From this perspective, the demandenhancing potential on loyalty is more limited than might be hoped. Generally, we say a person is brand loyal when he or she buys the same brand over and over, in spite of there being reasonably substitutable choices. But some argue this isn39。 boredom thresholds have fallen and consumer like to break out of same old routinesand this has had a negative impact on loyalty. 2. Quality levels of products have risen to a standard where they no longer clearly differentiate the peting brands within the category. Consumer risk in switching brands is considerably lower today as the quality of substitute brands is no longer a concern. 3. Many brands still position themselves on the basis of quality and risk reduction, which does not resonate with modern consumers. Brands have different meanings for modern consumers pared with consumers of bygone eras. Each of the studies in the following section seeks to identify consumer characteristics, purchasing attitudes and/or behavior that go some way to explaining brand loyalty. The study that is the focus of this paper seeks to identify the factors that determine brand loyalty across threeproduct category . It explores brand loyalty and brand purchasing behavior in the 1824 age groups. The rationale for this and the specific research objectives that the work addresses are outlined in detail below. The broad basis for the investigation is that, while the 1824 age group is widely identified as low loyal when pared with other age groups, it should not be assumed that the group is low loyal per se. Additionally research has shown that loyalty may vary depending on product category. The issue of loyalty in younger consumers and the degree to which this is dependent on product category led to the first objective of the study presented in this paper: Objective 1: To measure brand loyalty among 1824 year olds across six products categories. The aim was to see how brand loyal 1824
畢業(yè)設(shè)計(jì)相關(guān)推薦
鄂ICP備17016276號(hào)-1