【正文】 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。 and 6) a function of psychological. True brand loyalty exists when customers have a high relative attitude toward the brand exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, may cost less to serve and can bring in new customers to the firm . Amine in her literature distinguishes two main approaches to define the loyalty construct: the behavioural one suggests that the repeat purchasing of a brand over time by a consumer expresses their loyalty, and。 4) by some decisionmaking unit。畢業(yè)論文（設計） 外文翻譯 Influence of Brand Loyalty on Consumer Sportswear 原文： There are many operational definitions of brand loyalty. In general, brand loyalty can be defined as the strength of preference for a brand pared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity . However, Bloemer and Kasper defined true brand loyalty as having six necessary conditions which are: 1) the biased。 2) behavioural response3) expressed over time。 5) with respect to one or more alternative brands out of a set of such brands。 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 consumers perceive that the brand offers the right product features, image, or level of quality at the right price. This perception bees the foundation for new buying habits. Consumers will initially make a trial product of the brand and, when satisfied with the purchase, tend to form habits and continue to purchase the same brand because the product is safe and familiar. Lau et al. in his article mentioned that there were seven factors that influenced consumers’ brand loyalty towards certain sportswear brands. The factors were: brand name, product quality, price, style, store environment, promotion and service quality. Brand Name Famous brand names can disseminate product benefits and lead to higher recall of advertised benefits than nonfamous brand names . There are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust major famous brand names. These prestigious brand names and their images attract consumers to purchase the brand and bring about repeat purchasing behaviour and reduce price related switching behaviours . Furthermore, brand personality provides links to the brand’s emotional and selfexpressive benefits for differentiation. This is important for brands which have only minor physical differences and are consumed in a social setting where the brand can create a visible image about the consumer itself. On other hand, fashion magazines and fashion press elaborate on the de