【正文】 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 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。 and 39。 and 39。弗蘭德和貝恩以前在《哈弗評論》中 ， 這樣定義忠誠：某個人（顧客 ， 員工 ， 朋友）為了加強(qiáng)彼此之間的關(guān)系而做的投資或是自我批評。 消費者相信的牌品還可以減少他們的直覺風(fēng)險 ， 和購后認(rèn)知失調(diào)。 客戶忠臣存在著一個悖論。 目前 ， 銷售經(jīng)理面臨的最緊要的問題是 ， 日益下降的品牌忠誠。 許多品牌仍然把自己定位在提供基本的質(zhì)量服務(wù)和降低風(fēng)險上 ， 這已經(jīng)不試用新一代的消費者 ， 相比于老一代的消費者 ， 品牌對新一代的 消費者有更多的意義。通過多路徑的對特定的群體研究可能達(dá)到意外的收獲。當(dāng)然 ， 樣本中的人也是從不同的領(lǐng)域中選擇的。 故我們拒絕零 假設(shè)。 通過 受訪者 ， 我們發(fā)現(xiàn) ， 咖啡品牌比移動手持設(shè)備的品牌 ， 顧客的價格無視度更高。（質(zhì)量） 為了 弄明白 ， 在這些選擇之間有沒有影響購買行為的聯(lián)系 ， 我們采取了單因子方差分析 ， 通過此項分析 ， 我們搞清楚了影響購買的主要因素。這也暗示著當(dāng)受訪者在不同的聲明上選擇時 ， 他們之間有一個明顯的差異。 這里有受訪者的六項聲明： 我做出購買行為完全是因為自己喜歡這個品牌 ， 根本不考慮價格。 結(jié)論顯示 ， 咖啡的忠誠程度最高 ， 而移動設(shè)備的最低。一共有 150 個 18 到 24 周歲的人幫助完成了這項測試。這引出了第二個目標(biāo) 目標(biāo) 得出在 18 到 24 歲群體中 ， 影響品牌選擇的因素。其焦點就是確定影響消費者品牌忠誠度的影響因素 ， 主要探究了品牌忠誠和購買行為之間的關(guān)系。更重要的是 ， 它表明相比較而言 ， 純粹的忠誠客戶比多品牌的忠誠客戶購買的要少 ， 況且 ， 純粹的忠誠客戶隨著時間的推移在減少。然而研究表明 ， 這種忠誠在激烈的重復(fù)購買的市場中的形成 ， 受到積極的品牌接受度更大的影響 ， 而不是對于他們的上述態(tài)度。通過對過去購買渠道數(shù)據(jù) 中購買可能性和分享需求的測量 ， 表明更忠誠的顧客不會因為短期價格的變動而離開 ， 因為對他們來說 ， 離開意味者比那些不夠忠誠的客戶付出了更多的代價。 從公司的角度來看 ， 一個成功的品牌能夠讓它達(dá)到一個高水平的消費者購買和強(qiáng)大的競爭力。 being an influence on purchase. 出處 : 二、翻譯文章 標(biāo)題： 18 至 24 周歲中 ,品牌忠誠度影響因素的測定 譯文：品牌忠誠度的主題對市場研究者 ， 銷售經(jīng)理 ， 推銷學(xué)者來說 ， 有很大的