18至24周岁中，品牌忠诚度影响因素的测定[外文翻译].doc

1、标题DETERMINATIONOFBRANDLOYALTYFACTORSAGEGROUP1824原文THETOPICOFBRANDLOYALTYHOLDSGREATINTERESTFORMARKETRESEARCHERS,MARKETINGMANAGERSANDMARKETINGACADEMICSBRANDLOYALTYISAKEYISSUEFORMANYMARKETINGMANAGERS,ANDCOMPANIESSPENDMILLIONSEACHYEARTRACKINGBRANDLOYALTYLEVELSTHROUGHMARKETRESEARCHORGANIZATIONSTHISINTERE

2、STINBRANDLOYALTYISALSOREFLECTEDINTHEACADEMICLITERATURE,WHERELOYALTYHASALSOBEENREFERREDTOACOMMITMENTANDRETENTIONLOYALTYISANIMPORTANTCONCEPTINSTRATEGICMARKETINGABASEOFLOYALCUSTOMERSALLOWSMARKETERSTOCHARGEAPREMIUMPRICEANDTOREDUCETHECOSTOFDOINGBUSINESSTHROUGHDECREASINGACQUISITIONANDPROMOTIONCOSTS,THUSIN

3、CREASINGSHAREHOLDERSVALUEANDHENCEPROFITABILITYITHASBEENSUGGESTEDTHATITTAKESALOTLESSMONEYTOINCREASETHERETENTIONIFCURRENTCUSTOMERSTHANTOFINDNEWONESFREDREICHHELD,FORMERLYWITHBAINCONSULTING,DEFINEDLOYALTYINTHEHARVARDBUSINESSREVIEW,AS“THEWILLINGNESSOFSOMEONEACUSTOMER,ANEMPLOYEE,AFRIENDTOMAKEANINVESTMENTO

4、RAPERSONALSACRIFICEINORDERTOSTRENGTHENRELATIONSHIP“LOYALTY,THEREFORE,ISABIGDEALTAKINGLOTSOFTHOUGHT,PLANNINGANDCONSIDERATIONONTHEPARTOFTHEMARKETERSFROMAFIRMSPERSPECTIVE,ASUCCESSFULBRANDENABLESITTOMAINTAINAHIGHLEVELOFCONSUMERACCEPTANCE,OFTENINTHEFACEOFCONSIDERABLECOMPETITIONINADDITION,BRANDLOYALTYCANP

5、ROVIDEASOLIDFOUNDATIONFORNEWPRODUCTLAUNCHANDFORLICENSINGOFFSETADECLINEINMARKETSHAREDURINGPRICEANDPROMOTIONALWARSHELPPROVIDERESISTANCETOCOMPETITIVEATTACKSAAKERWROTE,“THEBRANDLOYALTYOFTHECUSTOMERBASEISOFTENTHECOREOFABRANDSEQUITYIFCUSTOMERSAREINDIFFERENTTOTHEBRANDAND,INFACT,BUYWITHRESPECTTOFEATURES,PRI

6、CE,THEREISLIKELYLITTLEEQUITYFROMTHECUSTOMERSPERSPECTIVE,ABRANDPROVIDESAVISIBLEREPRESENTATIONOFDIFFERENCEBETWEENPRODUCTSBRANDSALLOWCONSUMERSTOSHOPWITHCONFIDENCEINANINCREASINGLYCOMPLEXWORLDABRANDCANSIGNIFYPRODUCTQUALITYASWELLASAIDCONSUMERSINDIFFERENTIATINGTHEPRODUCTFROMCOMPETITIVEOFFERINGSABRANDTHATCO

7、NSUMERSTRUSTWILLALSOSERVETOREDUCEPERCEIVEDRISKANDPOSTPURCHASECOGNITIVEDISSONANCEMODELINGOFPRICEELASTICITYEFFECTSALSODEMONSTRATETHEIMPORTANCEOFLOYALTYMORELOYALCONSUMERS,ASMEASUREDBYPROBABILITYOFPURCHASEOR“SHAREOFREQUIREMENTS“FROMPASTPURCHASEPANELDATA,ARELESSLIKELYTOSWITCHDUETOAGIVENPRICEINDUCEMENTASA

8、COROLLARYALOYALBUYERUSUALLYNEEDSABIGGERDISCOUNTTOSWITCHTHANWOULDALESSLOYALBUYERMARKETERSMUSTUNDERSTANDWHATBRANDLOYALTYIS,BEARINGINMINDTHATBRANDLOYALTYWILLBEDIFFERENTFOREACHBRANDMANAGEDRESEARCHSUGGESTSTHATCUSTOMERSCANDEMONSTRATELOYALTYBYPURCHASING,BYBEINGWILLINGTORECOMMEND,ANDBYPROVIDINGADVICETOTHECO

9、MPANY,ANDFINALLY,CUSTOMERSCOULDDEMONSTRATEBRANDLOYALTYTHROUGHANINTENTIONTOREPURCHASETHUS,BRANDLOYALTYISACOMPLEXCONSTRUCTANDITSHOULDNOTBEASSUMEDTHATBEHAVIORALLOYALTYINVOLVESFEELINGSORPOSITIVECOGNITIVEPROCESSESASANTECEDENTS,BRANDATTITUDEMAYBEONEPOSSIBLEDETERMINANTOFLOYALBEHAVIOR,BUTTHEREAREOTHERSSUCHA

10、SDISTRIBUTION,MARKETCONCENTRATIONANDPROMOTIONALACTIVITYSUPPORTINGABRANDALOYALBUYERUSUALLYNEEDSABIGGERDISCOUNTTOSWITCHTHANWOULDALESSLOYALBUYERCLEARLY,ITISIMPORTANTFORBRANDOWNERSTOUNDERSTANDTHEVARIABLESTHATUNDERPINTHECONSTRUCTOFLOYALTYAND,INPARTICULAR,LOYALTYBEHAVIORFORTHEIRBRANDSCUSTOMERLOYALTYPRESEN

11、TSAPARADOXMANYSEEITASPRIMARILYANATTITUDEBASEDPHENOMENONTHATCANBEINFLUENCEDSIGNIFICANTLYBYCUSTOMERRELATIONSHIPMANAGEMENTINITIATIVESSUCHASTHEINCREASINGLYPOPULARLOYALTYANDAFFINITYPROGRAMMESHOWEVER,STUDIESSHOWTHATLOYALTYINCOMPETITIVEREPEATPURCHASEMARKETSISSHAPEDMOREBYTHEPASSIVEACCEPTANCEOFBRANDSTHANBYST

12、RONGLYHELDATTITUDESABOUTTHEMFROMTHISPERSPECTIVE,THEDEMANDENHANCINGPOTENTIALONLOYALTYISMORELIMITEDTHANMIGHTBEHOPEDGENERALLY,WESAYAPERSONISBRANDLOYALWHENHEORSHEBUYSTHESAMEBRANDOVERANDOVER,INSPITEOFTHEREBEINGREASONABLYSUBSTITUTABLECHOICESBUTSOMEARGUETHISISNTNECESSARILYBRANDLOYALTYALTHOUGHITISTEMPTINGTO

13、DEFINELOYALTYASSIMPLYREPURCHASE,MARKETERSOFTENHAVELITTLEPOWEROVERTHEVARIABLESANDCONSTRAINTSDIRECTLYCONTROLLINGHOWCUSTOMERSPASSTHROUGHTHEPURCHASEENVIRONMENTITMAYBETHATTHEPRODUCTBRANDISTHEONLYONEAVAILABLETOTHECONSUMER,SUCHASINAMONOPOLYMARKETPLACESITUATIONOR,ITMAYBESIMPLYCONSUMERINERTIAREPETITIVECONSUM

14、ERBEHAVIORANDTHEPATHOFLEASTRESISTANCEOR,ITMAYBETHATBRANDLOYALTYISMORETHERESULTOFINDIFFERENCETHANCHOICEIFALLBRANDHAVETHESAMEBASICINGREDIENTS,COSTABOUTTHESAME,ANDPERFORMATTHESAMELEVEL,ITREALLYDOESNTMATTERWHICHBRANDTHECONSUMERBUYTHEYGETTHESAMEBENEFITSTODAYMOSTCRITICALISSUEFACEDBYTHEMARKETINGMANAGERSISO

15、FDECLININGBRANDLOYALTYRESEARCHHASSHOWNTHAT,TODAY,SOLELYLOYALCUSTOMERSRARELYMAKEUPMORETHAN20OFTHETOTALCUSTOMERSBUYINGMOREIMPORTANTLY,RESEARCHHASSHOWNTHATSOLELYLOYALCUSTOMERSBUYLESSWHENCOMPAREDTOCUSTOMERSWHOAREMULTIBRANDLOYAL,ANDTHENUMBERTOSOLELYLOYALCUSTOMERSDIMINISHESOVERTIMETODAY,MOSTCUSTOMERSINCLU

16、DESEVERALBRANDSINTHEIRPREFERREDBRANDSETRESEARCHHASCITEDTHATBRANDLOYALTYDOESNTEXISTFORMANYPRODUCTSANDSERVICES,ANDISDECLININGFORTHOSEWHOHAVEAMODICUMOFIT,BECAUSETHEMARKETINGORGANIZATIONANDTHEBRANDSARENOTLOYALTOTHECUSTOMERSMARKETERSWANTCUSTOMERSTOBEBRANDLOYALBUTMARKETERSCOMMONLYFAILTOBELOYALTOTHEIRCUSTO

17、MERSBRANDLOYALTYHASDECLINEDFORTHREEMAINREASONS1INCREASINGLY,PEOPLESEEKVARIETYANDLIKETOTRYNEWBRANDSANDPRODUCTSBOREDOMTHRESHOLDSHAVEFALLENANDCONSUMERLIKETOBREAKOUTOFSAMEOLDROUTINESANDTHISHASHADANEGATIVEIMPACTONLOYALTY2QUALITYLEVELSOFPRODUCTSHAVERISENTOASTANDARDWHERETHEYNOLONGERCLEARLYDIFFERENTIATETHEC

18、OMPETINGBRANDSWITHINTHECATEGORYCONSUMERRISKINSWITCHINGBRANDSISCONSIDERABLYLOWERTODAYASTHEQUALITYOFSUBSTITUTEBRANDSISNOLONGERACONCERN3MANYBRANDSSTILLPOSITIONTHEMSELVESONTHEBASISOFQUALITYANDRISKREDUCTION,WHICHDOESNOTRESONATEWITHMODERNCONSUMERSBRANDSHAVEDIFFERENTMEANINGSFORMODERNCONSUMERSCOMPAREDWITHCO

19、NSUMERSOFBYGONEERASEACHOFTHESTUDIESINTHEFOLLOWINGSECTIONSEEKSTOIDENTIFYCONSUMERCHARACTERISTICS,PURCHASINGATTITUDESAND/ORBEHAVIORTHATGOSOMEWAYTOEXPLAININGBRANDLOYALTYTHESTUDYTHATISTHEFOCUSOFTHISPAPERSEEKSTOIDENTIFYTHEFACTORSTHATDETERMINEBRANDLOYALTYACROSSTHREEPRODUCTCATEGORYITEXPLORESBRANDLOYALTYANDB

20、RANDPURCHASINGBEHAVIORINTHE1824AGEGROUPSTHERATIONALEFORTHISANDTHESPECIFICRESEARCHOBJECTIVESTHATTHEWORKADDRESSESAREOUTLINEDINDETAILBELOWTHEBROADBASISFORTHEINVESTIGATIONISTHAT,WHILETHE1824AGEGROUPISWIDELYIDENTIFIEDASLOWLOYALWHENCOMPAREDWITHOTHERAGEGROUPS,ITSHOULDNOTBEASSUMEDTHATTHEGROUPISLOWLOYALPERSE

21、ADDITIONALLYRESEARCHHASSHOWNTHATLOYALTYMAYVARYDEPENDINGONPRODUCTCATEGORYTHEISSUEOFLOYALTYINYOUNGERCONSUMERSANDTHEDEGREETOWHICHTHISISDEPENDENTONPRODUCTCATEGORYLEDTOTHEFIRSTOBJECTIVEOFTHESTUDYPRESENTEDINTHISPAPEROBJECTIVE1TOMEASUREBRANDLOYALTYAMONG1824YEAROLDSACROSSSIXPRODUCTSCATEGORIESTHEAIMWASTOSEEH

22、OWBRANDLOYAL1824YEAROLDSARE,ANDWHETHERORNOTTHEREWASADIFFERENCEINLOYALTYBYPRODUCTTYPEPASTRESEARCHHASALSOSHOWNTHATBRANDLOYALTYISCOMPLEXANDPROBABLYMULTIDIMENSIONALASSUCH,ANADDITIONALCONTRIBUTIONMAYBEACHIEVEDBYINVESTIGATINGASPECIFICGROUPINMOREDEPTHINTHISSTUDY,ITWASCONSIDEREDTHATIFLOYALTYCANVARYBYAGEGROU

23、PTHENTHEDRIVERSOFPURCHASINGBEHAVIORALSOMAYBEVERYSPECIFICTHISLEDTOTHESECONDOBJECTIVEOFTHESTUDYOBJECTIVE2TOIDENTIFYTHEFACTORSTHATDETERMINESBRANDSELECTIONINTHE1824AGEGROUPSPUBLISHEDWORKHASINDICATEDVARIOUSCONTRIBUTORSTOBRANDPURCHASINGBEHAVIORTHESTUDYEXPLORESTHEINFLUENCEOFSITUATIONALFACTORSSUCHASPRICEAND

24、PROMOTIONSINBUYINGBEHAVIORITALSOADDRESSESFACTORSLIKENOVELTY,EMOTIONALATTACHMENTASWELLASREPUTATIONOFBRANDOTHERADDITIONALDRIVERSOFPURCHASINGBEHAVIORWEREHIGHLIGHTEDBYTHESURVEYPILOTINGPROCESSANDINCLUDEDINTHEINVESTIGATIONTHESAMPLEWASSELECTEDFROMSTUDENTSINHIGHEREDUCATIONWITHINTHEAGEGROUPOF1824YEARSHOWEVER

25、,ITISNOTSUGGESTEDTHATTHISGROUPISENTIRELYREPRESENTATIVEOFALL1824YEAROLDCONSUMERS,ALTHOUGHTHEYMAYSHAREMANYCOMMONCHARACTERISTICSTHESAMPLEWASSELECTEDFROMVARIOUSFIELDSLIKEMANAGEMENTCOURSES,CHARTEREDACCOUNTANCYCOURSES,ETCSTATISTICALTESTSWERECONDUCTEDUSINGALLRESPONDENTS,EXCEPTWHERETHEREAREMISSINGCASESTHEFO

26、LLOWINGDETAILSTHEMETHODOLOGYANDRESULTSFOROBJECTIVE1AND2ATOTALOF150GRADUATEDEGREESTUDENTSWITHINTHE1824AGEBANDCOMPLETEDTHESTUDY,WHICHWASANALYZEDUSINGSPSSFORWINDOWSBRANDLOYALTIESFORTOOTHPASTE,COFFEEANDMOBILEHANDSETSWEREMEASUREDUSINGPROPORTIONOFFIRSTPREFERREDBRANDOUTOFLAST5PURCHASESTHISAPPROACHTREATSBRA

27、NDLOYALTYASTHEDEGREETOWHICHTHEUSUALORFAVORITEBRANDWITHINAPRODUCTCATEGORYISPURCHASED,EG3OUTOFLAST5PURCHASESISGOINGTOFIRSTPREFERREDBRANDTHEPRODUCTSWERESELECTEDTOREFLECTBROADLYTHOSECHOSENBYOTHERSTUDIESLOOKINGATPRODUCTSPECIFICLOYALTYADDITIONALLY,THEPRODUCTCATEGORIESWEREDISTINCTENOUGHTOIDENTIFYDIFFERINGD

28、EGREESOFBRANDATTACHMENT,EGSTUDENTSMAYBEMORECONCERNEDABOUTTHEIRCOFFEEBRANDTHANTHEIRTOOTHPASTEBRANDRESPONDENTSWHODIDNOTBUYTHEPRODUCTWERECOUNTEDASMISSINGVALUESHENCEWEREJECTTHENULLHYPOTHESISWECANCONCLUDETHATTHEREISSIGNIFICANTDIFFERENCEINTHEDEGREEOFBRANDLOYALTYEXHIBITEDACROSSTHREEPRODUCTCATEGORIESTHERESE

29、ARCHFINDINGSSUGGESTTHATTHEREISSIGNIFICANTDIFFERENCEINTHEDEGREEOFBRANDLOYALTYEXHIBITEDACROSSTHREEPRODUCTCATEGORIESITCANBESEENTHATCOFFEEHASTHEHIGHESTDEGREEOFFIRSTBRANDLOYALTYANDMOBILEHANDSETSHAVETHELOWESTTHESERESULTSINDICATETHATFIRSTBRANDLOYALTYAMONGTHE1824AGEGROUPSDOESDIFFERBYPRODUCTTYPETHEDECISIONAS

30、TOWHETHERAMEANFIGURECONSTITUTESHIGHORLOWLOYALTYISLARGELYARBITRARYINORDERTOGETARICHERPICTUREOFBRANDLOYALTYAMONGTHE1824AGEGROUPS,ASLIGHTLYDIFFERENTMEASUREWASTAKENRESPONDENTSWEREASKEDTORATETHESTATEMENTIMAKEMYPURCHASEOFACCORDINGTOMYFAVORITEBRANDREGARDLESSOFPRICEONANINTERVALSCALEANCHOREDATEACHENDWITHSTRO

31、NGLYAGREEANDSTRONGLYDISAGREEASIMILARSTUDYCONDUCTEDFORGMABYTHEPOLLINGCOMPANYSHOWEDTHAT76PERCENTOFAMERICANSINALLDEMOGRAPHICGROUPSCONSIDERAPRODUCTSBRANDBEFOREMAKINGAFINALPRODUCTSELECTIONTHERANKORDEROFPRICEINSENSITIVEBRANDLOYALTYBYPRODUCTTYPEISSHOWNINTABLE3TAKINGANYMEANSABOVE25ASHIGHAGREEMENTANDANYBELOW

32、ASLOWAGREEMENT,ITCANBESEENTHATRESPONDENTSSHOWEDPRICEINSENSITIVEBRANDLOYALTYTOALLPRODUCTSASNOMEANSWERETOWARDSTHEUPPERENDOFTHESCALE,HOWEVER,ITSHOULDBECONSIDEREDTHATNOCATEGORYBRANDSHADAVERYHIGHDEGREEOFPRICEINSENSITIVITYRESPONDENTSSHOWEDASIGNIFICANTLYHIGHERDEGREEOFPRICEINSENSITIVEBRANDLOYALTYTOCOFFEETHA

33、NMOBILEHANDSETSFROMBOTHTABLE1AND2ITISEVIDENTTHATTHEREISASIGNIFICANTSTATISTICALDIFFERENCEINTHEDEGREEOFBRANDLOYALTYEXHIBITEDACROSSPRODUCTCATEGORIESSIXSTATEMENTSREGARDINGBRANDSELECTIONWERERATEDBYRESPONDENTSACCORDINGTOTHEINTERVALSCALEOUTLINEDABOVESUMMARIZED,THESTATEMENTSWERE1IMAKEMYPURCHASEACCORDINGTOMY

34、FAVORITEBRAND,REGARDLESSOFPRICELOYALTY2ILIKETOCHANGEBRANDSFORTHESAKEOFNOVELTYANDVARIETYNOVELTY3MYCHOICEOFBRANDSAYSSOMETHINGABOUTMEASAPERSONIMAGE4MYCHOICEOFBRANDISINFLUENCEDBYPROMOTIONSPROMOTION5ICHOOSEMYBRANDBECAUSEITHASAGOODREPUTATIONREPUTATION6QUALITYISMYPRIMARYCONCERNWHENBUYINGABRANDQUALITYANOVAW

35、ASCONDUCTEDINORDERTOASSESSWHETHERORNOTTHEREWASANYSTATISTICALLYSIGNIFICANTDIFFERENCEBETWEENTHELEVELSOFAGREEMENTWITHTHESESTATEMENTS,WHICHREPRESENTVARIABLESTHATINFLUENCEPURCHASETHEFRATIOSINDICATEDTHATTHEREWASASIGNIFICANTSTATISTICALDIFFERENCEINTHERESPONSESTOTHESTATEMENTSWITHWHICHRESPONDENTSAGREEDFORTOOT

36、HPASTEBRANDPURCHASETHEMEANSGENERATEDBYANOVAINDICATEDTHEORDEROFSTRONGESTAGREEMENTBYSTATEMENTFOREACHPRODUCTCATEGORYTABLE6,8AND10SUMMARIZETHERANKORDEROFAGREEMENTWITHTHESESTATEMENTSACROSSTHREEPRODUCTSITISIMMEDIATELYAPPARENTTHATTHEREISADISTINCTBREAKBETWEENTHEAGREESANDTHEDISAGREESTHISINDICATESASTATISTICAL

37、LYSIGNIFICANTDIFFERENCEBETWEENTHESTATEMENTSWITHWHICHRESPONDENTSAGREEDANDTHOSEWITHWHICHTHEYDISAGREEITCANBESEENTHATRESPONDENTSMOSTSTRONGLYDISAGREEDWITHBRANDCHOICEFORTHESAKEOFNOVELTYANDPROMOTIONBEINGANINFLUENCEONPURCHASE出处HTTP/FINDARTICLESCOM/P/ARTICLES/MI_HB6167/IS_1_11/AI_N29388926/二、翻译文章标题18至24周岁中，品

38、牌忠诚度影响因素的测定译文品牌忠诚度的主题对市场研究者，销售经理，推销学者来说，有很大的兴趣。对许多销售经理来说，品牌忠诚度是个关键的问题，并且，公司每年要花费数百万美元通过调查机构来追踪牌品忠诚度水平。对品牌忠诚度的兴趣也反映在学者文学中，在这里，忠诚指的是承诺和保留。在战略营销中，忠诚是个重要的概念。忠诚客户的一项基本条件是允许卖主获得溢价，并且通过减少获取和提升的成本来降低他们做生意的成本，从而提高股东价值和获利能力。事实已经证明，留住老客户比开发新的客户要花的钱少之又少。弗兰德和贝恩以前在哈弗评论中，这样定义忠诚某个人（顾客，员工，朋友）为了加强彼此之间的关系而做的投资或是自我批评。因

39、此，忠诚是部分卖主要花大量的时间和精力来考虑的大问题。从公司的角度来看，一个成功的品牌能够让它达到一个高水平的消费者购买和强大的竞争力。并且牌品忠诚能够为牌照和新品的上市提供可靠的基础；在价格战和促销战中，减少市场份额的下降；减少外界的竞争攻击阿科尔写道消费者的品牌忠诚度通常是品牌公平的核心。如果顾客对品牌无动于衷，那就意味着对于产品的特性和价格来说，购买是缺乏公平的。从客户的角度来看，牌品在不同的产品当中提供了可视的外在表现。品牌让他们在日益复杂的购物世界中有自信的购物。品牌象征着产品质量，在竞争的厂商提供差异化的产品中，提供帮助。消费者相信的牌品还可以减少他们的直觉风险，和购后认知失调。价

40、格弹性模型也表明忠诚的重要性。通过对过去购买渠道数据中购买可能性和分享需求的测量，表明更忠诚的顾客不会因为短期价格的变动而离开，因为对他们来说，离开意味者比那些不够忠诚的客户付出了更多的代价。卖主必须在心里明白品牌忠诚对不同的品牌管理来说是不一样的。调查表明，顾客可以通过购买，愿意被建议，通过向公司提意见等形式来表明忠诚，最终，顾客通过重复购买的意愿来表明他们忠诚了因此，品牌忠诚是一个复杂的构架，它不应该被假设为忠诚的行为包括着感情或者是积极的认知过程。品牌态度可能是行为忠诚的一个决定因素，但是还有其他的因素，比如配额，市场集中度，和促销活动等。忠诚的客户通常比不忠诚的有更大的转换成本。要明确

41、指出的是，对品牌拥有者来说，明白支撑着忠诚构架的这些变量和忠诚的行为对品牌的重要性是相当重要的。客户忠臣存在着一个悖论。很多人起初把它视作一个基于态度的现象能够通过诸如越来越受欢迎的忠诚度和联姻方案等客户关系管理倡导来显著影响。然而研究表明，这种忠诚在激烈的重复购买的市场中的形成，受到积极的品牌接受度更大的影响，而不是对于他们的上述态度。从这里可以看出，对于忠诚的需求提高比预期更受限制。通常，我们称一个人忠诚是因为他一遍又一遍的购买相同的品牌，而不考虑那些替代品。当然，有些人反对说，这不一定是品牌忠诚的唯一定义。虽然，忠诚趋向于被简单定义称重复性的购买，但是卖主通常没有多大的能力在这些变量上努

42、力来影响消费者的购买行为。品牌对消费者来说，可能是唯一可视的东西，例如在垄断的市场环境中；它也可能是消费者简单的消费习惯，重复的消费者行为；阻力最小的路径；抑或是，品牌忠诚更是不同的结果而不是单一的选择，特别是当所有的品牌都是同样的成分，相似的价格，消费在同意水平的时候，这样的话，对消费者来说，选择哪样的品牌真的无所谓，因为他们获得了同样的利益。目前，销售经理面临的最紧要的问题是，日益下降的品牌忠诚。研究表明，单纯的忠诚客户的购买很少占有所有消费者购买份额中的20。更重要的是，它表明相比较而言，纯粹的忠诚客户比多品牌的忠诚客户购买的要少，况且，纯粹的忠诚客户随着时间的推移在减少。现在，很多的顾

43、客都有许多他们很喜欢的品牌。研究表明，许多的品牌不存在忠诚的客户，而且拥有少量忠诚客户的品牌的忠诚客户的人数也在下降，这是因为这些营销组织和品牌对消费者不够忠诚。卖主希望客户对品牌忠诚，但是他们对客户却不够忠诚。造成忠诚度降低的原因主要有这么三个1、消费者越来越想寻求变化，想尝试不同的品牌和产品；厌恶门槛降低；消费者想从老套路中跳出来这些对品牌忠诚产生了负面的影响。2、产品的质量已经达到了一种水平，在这种水平之下，竞争产品之间的差异性很难表现出来；消费者在转换品牌时的风险现在很低，因为，转换品牌时的质量问题已经不是一个担心的方面了。3、许多品牌仍然把自己定位在提供基本的质量服务和降低风险上，这

44、已经不试用新一代的消费者，相比于老一代的消费者，品牌对新一代的消费者有更多的意义。下面这一部分的每一项研究，都试图通过确认消费者特性，购买态度和行为来解释品牌忠诚。其焦点就是确定影响消费者品牌忠诚度的影响因素，主要探究了品牌忠诚和购买行为之间的关系。这项研究的基础是，既然18到24周岁的群体较其他群体而言，通常来说是不太忠诚的，那么这一群体是不会假设成不忠诚的。要补充的是，调查显示在不同的产品范畴当中，忠诚是有所变化的。在年轻一代中测量品牌忠诚度是建立在产品类别的基础之上的。目标1、通过六个类别的产品来测量在18到24周岁的消费者中的忠诚度，目的是明白品牌忠诚度在这类群体中有多高以及不同的产品

45、中是不是不一样的。过去的研究表明，品牌忠诚是复杂的多维的。通过多路径的对特定的群体研究可能达到意外的收获。在本研究中，如果得出忠臣度在不同的群体中不一样，那么购买行为的驱动力也可以具体的得出。这引出了第二个目标目标2、得出在18到24岁群体中，影响品牌选择的因素。已有的结论显示，影响品牌选择的因素有很多。这项研究，主要探讨了价格和促销活动对它的影响。另外的因素还包括新颖性，情感依恋和品牌声誉。样本是从18到24周岁当中受教育程度比较高的中选择的。然而，这些人并不能代表这以群体中的所有的人，虽然他们有着相似的特性。当然，样本中的人也是从不同的领域中选择的。下面是对测试方法和结论的详细解释。一共有

46、150个18到24周岁的人帮助完成了这项测试。牙膏，咖啡，移动手持装备的试用份额比较高。这种方法用了这样的模式在同样的产品类别中，一件产品被从五次购买中选中了3次就被定义为最喜欢的品牌。选出来的品牌要能够对其他的产品产生影响。另外，产品种类不同能够支持不同品牌依恋的程度。受访者谁不购买产品被算作缺失值。故我们拒绝零假设。我们可以得出，有重大的差异存在于品牌忠诚度的程度展览在三个产品种类。结论显示，咖啡的忠诚程度最高，而移动设备的最低。结果表明，在这个群体中，对不同的产品他们的忠诚度确实是不一样的。决定是否一个数字构成极大的忠诚主要很随意。一个类似研究显示，在所有人口统计组中百分之七十六的美利坚

47、人在做一个最终产品选择之前会考虑一个产品的品牌。我们发现，在产品中具有品牌忠诚度的，顾客对他们的价格通常会麻木不仁。但是，这也是在一定的范围之内的，因为没有任何人对价格的无视能够到达很高的高度。通过受访者，我们发现，咖啡品牌比移动手持设备的品牌，顾客的价格无视度更高。另外，在不同范畴中的产品，这种高度也是有很大差异的。这里有受访者的六项声明1、我做出购买行为完全是因为自己喜欢这个品牌，根本不考虑价格。（忠诚）2、我喜欢变换品牌，因为我喜欢新颖和改变。（新颖）3、我选择的品牌能够代表我的形象。（形象）4、我的品牌选择收到企业促销活动的影响。（促销）5、我选择有高声誉的品牌。（声誉）6、质量是选择品牌的唯一标准。（质量）为了弄明白，在这些选择之间有没有影响购买行为的联系，我们采取了单因子方差分析，通过此项分析，我们搞清楚了影响购买的主要因素。它立即明显的表明在同意与不同意之间有很大的差别。这也暗示着当受访者在不同的声明上选择时，他们之间有一个明显的差异。通过受访者在声明上的选择，我们看出，他们很少选择新颖和促销，这就表明这两项措施对他们的购买行为影响是较小的。出处HTTP/FINDARTICLESCOM/P/ARTICLES/MI_HB6167/IS_1_11/AI_N29388926/