【正文】 ，消費者只是試探性的購買，當(dāng)他對購買行為滿意后，就趨向形成習(xí)慣并重復(fù)性購買相同的品牌，因為這類產(chǎn)品對他們來說是安全和熟悉的。然而， Bloemer 和 Kasper 把真正的忠誠定義為必須有六項條件：偏愛，行為反應(yīng)，隨著時間推移的反應(yīng)，一些決策單元，在一系列類似品牌中對一個或多個品牌的反應(yīng)，心 里功能。 furthermore, consumers have a tendency to wear different attires for different occasions. According to Sproles and Kendall, fashion consciousness is generally defined as an awareness of new styles, changing fashions, and attractive styling, as well as the desire to buy something exciting and trendy. Store Environment Omar emphasised that the store environment was the single most important factor in retail marketing success and store longevity. Positive attributes of the store, which include store location, store layout, and instore stimuli, affect brand loyalty to some extent. Store location and number of outlets are crucial in altering consumer shopping and purchasing patterns. If consumers find the store to be highly accessible during their shopping trip and are satisfied with the store’s assortment and services, these consumers may bee loyal afterwards. Thus, a store’s atmosphere is one of the fac tors that could influence consumer’s decision making. The stimuli in the store, such as the characteristic of other shoppers and salespeople, store layout, noises, smells, temperature, shelf space and displays, sign, colours, and merchandise, affect consumers and serve as elements of apparel attributes , which may in turn, affect consumer decision making and satisfaction with the brand. On the other hand, background music played in the stores affects attitudes and behaviour . The slowbeat musical selection leads to higher sales volume as consumers spend more time and money in a conducive environment. There are many advantages to retailers having loyal customers. As stated by Huddleston et al., customer loyalty could yield a favourable operating cost advantage for retailers. Furthermore, they stressed that obtaining new customers cost five to six times as much as retaining current customers. Loyal customers can increase their purchase spending, they are low cost for retailers as pared to obtaining new customers。 2) behavioural response3) expressed over time。 sales promotion。 安妮在他的著作中指出利用兩種方法來定義忠誠的構(gòu)架。在市場中有許多不夠知名的品牌和替代品。據(jù)賽克所說，品牌名稱是對產(chǎn)品形象和定位的說明，這個過程是昂貴和費時的。 在產(chǎn)品質(zhì)量中材料是相當(dāng)重要的，因為它們影響到產(chǎn)品的手感，質(zhì)地，和其他的性能。有高忠誠度的顧客愿意為他們喜歡的品牌付出更高的價格。 風(fēng)格 風(fēng)格是可見的外觀，包括線，輪廓和細節(jié)，影響著消費者對品牌的感知。 根據(jù)普羅爾斯所說，時尚意識者通常被定義為對新風(fēng)格敏感，喜歡改變風(fēng)格，喜歡有吸引力的風(fēng)格，以及購買一些令人興奮和感到時髦的東西。輕輕擊打的音樂環(huán)境中，能夠帶來大量的銷售，因為消費者會在這樣的環(huán)境中話費大量的時間和金錢。相反，他們會選擇留下選擇另外的品牌。促銷工具通常在公共關(guān)系活動和廣告中被廣泛的應(yīng)用。另外，分為個人影響著消費者的經(jīng)驗和對服務(wù)的評價，最終，影響到消費者的品牌忠誠。服務(wù)質(zhì)量是個人銷售的一種，涉及到購買者和銷售者的直接接觸。它對消費者關(guān)于產(chǎn)品或者品牌的形象，信仰和態(tài)度有著巨大的影響，反過來，影響著消費者的購買行為。忠誠的客戶能提高他們的購買指出，對零售商來說，維護好他們比開發(fā)新的客戶要花費的少，他們接受價格的升高，以及有很大的耐心。如果消費者在購物的過程中發(fā)現(xiàn)商店的舒適性挺強，并且對商店中物品的種類和服務(wù)滿意，那么這些消費者時候就可能變的忠誠。提供最新時尚的品牌將得到那些追求時尚的消費者的忠誠。如果感知價值比成本高，那么很顯然，消費者將做出購買行為。例如，一些消費者穿他們的運動裝為繁重的工作，一 些為休閑與運動，由于他們需要大量的運動，那么耐久性成了一個衡量的重要依據(jù)。 品牌質(zhì)量 品牌質(zhì)量包括一個產(chǎn)品或服務(wù)的特性，意味著她能夠滿足需要，換句話說，產(chǎn)品質(zhì)量被定義為“品質(zhì)是適用的”或“一致性需求”。在形象上有獨特的外在表現(xiàn)以及被消費在特定的社交場合對品牌來說是極其重要的。因為在當(dāng)前的價格中，這種品牌能夠讓消費者感知到合理的產(chǎn)品特性，形象和產(chǎn)品質(zhì)量。通常，通過消費者的重復(fù)購買行為和價格敏感度來測量。 the attitudinal perspective which assumes that consistent buying of a brand is a necessary but not sufficient condition of ‘true’ brand loyalty and it must be plemented with a positive attitude towards this brand to ensure that this behaviour will be pursued further. Thus, brand loyalty is a function of both behaviour and attitudes. It is a consumer’s preference to buy a particular brand in a product category. It occurs because cons