18至24周歲中，品牌忠誠度影響因素的測定[外文翻譯]

1、標題：Determinationofbrloyaltyfactsagegroup1824原文：ThetopicofBrLoyaltyholdsgreatinterestfmarketresearchersmarketingmanagersmarketingacademics.BrLoyaltyisakeyissuefmanymarketingmanagerscompaniesspendmillionseachyeartrackingbr

2、loyaltylevelsthroughmarketresearchganizations.Thisinterestinbrloyaltyisalsoreflectedintheacademicliteraturewhereloyaltyhasalsobeenreferredtoacommitmentretention.Loyaltyisanimptantconceptinstrategicmarketing.Abaseofloyalc

3、ustomersallowsmarketerstogeapremiumpricetoreducethecostofdoingbusinessthroughdecreasingacquisitionpromotioncoststhusincreasingshareholdersvaluehenceprofitability.Ithasbeensuggestedthatittakesalotlessmoneytoincreasetheret

4、entionifcurrentcustomersthantofindnewones.FredReichheldfmerlywithBainConsultingdefinedloyaltyintheHarvardBusinessreviewas“thewillingnessofsomeoneacustomeranemployeeafriendtomakeaninvestmentapersonalsacrificeindertostreng

5、thenrelationship“.Loyaltytherefeisabigdealtakinglotsofthoughtplanningconsiderationonthepartofthemarketers.Fromafirmsperspectiveasuccessfulbrenablesittomaintainahighlevelofconsumeracceptanceofteninthefaceofconsiderablecom

6、petition.Inadditionbrloyaltycan:ProvideasolidfoundationfnewproductlaunchflicensingOffsetadeclineinmarketshareduringpricepromotionalwarsHelpprovideresistancetocompetitiveattacksAakerwrote“Thebrloyaltyofthecustomerbaseisof

7、tentheceofabrsequity.Ifcustomersareindifferenttothebrinfactbuywithrespecttofeaturespricethereislikelylittleequity.Fromthecustomersperspectiveabrprovidesavisiblerepresentationofdifferencebetweenproducts.Brsallowconsumerst

8、oshopwithconfidenceinanincreasinglycomplexwld.Abrcansignifyproductqualityaswellasaidconsumersindifferentiatingtheproductfromcompetitiveofferings.Abrthatconsumerstrustwillalsoservetoreduceperceivedriskpostpurchasemonopoly

9、marketplacesituationitmaybesimplyconsumerinertia:repetitiveconsumerbehavithepathofleastresistanceitmaybethatbrloyaltyismetheresultofindifferencethanchoiceifallbrhavethesamebasicingredientscostaboutthesameperfmatthesamele

10、velitreallydoesntmatterwhichbrtheconsumerbuytheygetthesamebenefits.Todaymostcriticalissuefacedbythemarketingmanagersisofdecliningbrloyalty.Researchhasshownthattodaysolelyloyalcustomersrarelymakeupmethan20%ofthetotalcusto

11、mersbuying.Meimptantlyresearchhasshownthatsolelyloyalcustomersbuylesswhencomparedtocustomerswhoaremultibrloyalthenumbertosolelyloyalcustomersdiminishesovertime.Todaymostcustomersincludeseveralbrsintheirpreferredbrset.Res

12、earchhascitedthatBrloyaltydoesntexistfmanyproductsservicesisdecliningfthosewhohaveamodicumofitbecausethemarketingganizationthebrsarenotloyaltothecustomers.Marketerswantcustomerstobebrloyalbutmarketerscommonlyfailtobeloya

13、ltotheircustomers.BrLoyaltyhasdeclinedfthreemainreasons:1.Increasinglypeopleseekvarietyliketotrynewbrsproductsbedomthresholdshavefallenconsumerliketobreakoutofsameoldroutinesthishashadanegativeimpactonloyalty.2.Qualityle

14、velsofproductshaverisentoastardwheretheynolongerclearlydifferentiatethecompetingbrswithinthecategy.Consumerriskinswitchingbrsisconsiderablylowertodayasthequalityofsubstitutebrsisnolongeraconcern.3.Manybrsstillpositionthe

15、mselvesonthebasisofqualityriskreductionwhichdoesnotresonatewithmodernconsumers.Brshavedifferentmeaningsfmodernconsumerscomparedwithconsumersofbygoneeras.Eachofthestudiesinthefollowingsectionseekstoidentifyconsumeracteris

16、ticspurchasingattitudesbehavithatgosomewaytoexplainingbrloyalty.Thestudythatisthefocusofthispaperseekstoidentifythefactsthatdeterminebrloyaltyacrossthreeproductcategy.Itexplesbrloyaltybrpurchasingbehaviinthe1824agegroups