1、毕业论文（设计）外文翻译INFLUENCEOFBRANDLOYALTYONCONSUMERSPORTSWEAR原文THEREAREMANYOPERATIONALDEFINITIONSOFBRANDLOYALTYINGENERAL,BRANDLOYALTYCANBEDEFINEDASTHESTRENGTHOFPREFERENCEFORABRANDCOMPAREDTOOTHERSIMILARAVAILABLEOPTIONSTHISISOFTENMEASUREDINTERMSOFREPEATPURCHASEBEHAVIOURORPRICESENSITIVITYHOWEVER,BLOEMERANDKA
2、SPERDEFINEDTRUEBRANDLOYALTYASHAVINGSIXNECESSARYCONDITIONSWHICHARE1THEBIASED2BEHAVIOURALRESPONSE3EXPRESSEDOVERTIME4BYSOMEDECISIONMAKINGUNIT5WITHRESPECTTOONEORMOREALTERNATIVEBRANDSOUTOFASETOFSUCHBRANDSAND6AFUNCTIONOFPSYCHOLOGICALTRUEBRANDLOYALTYEXISTSWHENCUSTOMERSHAVEAHIGHRELATIVEATTITUDETOWARDTHEBRAN
3、DEXHIBITEDTHROUGHREPURCHASEBEHAVIOURTHISTYPEOFLOYALTYCANBEAGREATASSETTOTHEFIRMCUSTOMERSAREWILLINGTOPAYHIGHERPRICES,MAYCOSTLESSTOSERVEANDCANBRINGINNEWCUSTOMERSTOTHEFIRMAMINEINHERLITERATUREDISTINGUISHESTWOMAINAPPROACHESTODEFINETHELOYALTYCONSTRUCTTHEBEHAVIOURALONESUGGESTSTHATTHEREPEATPURCHASINGOFABRAND
4、OVERTIMEBYACONSUMEREXPRESSESTHEIRLOYALTY,ANDTHEATTITUDINALPERSPECTIVEWHICHASSUMESTHATCONSISTENTBUYINGOFABRANDISANECESSARYBUTNOTSUFFICIENTCONDITIONOFTRUEBRANDLOYALTYANDITMUSTBECOMPLEMENTEDWITHAPOSITIVEATTITUDETOWARDSTHISBRANDTOENSURETHATTHISBEHAVIOURWILLBEPURSUEDFURTHERTHUS,BRANDLOYALTYISAFUNCTIONOFB
5、OTHBEHAVIOURANDATTITUDESITISACONSUMERSPREFERENCETOBUYAPARTICULARBRANDINAPRODUCTCATEGORYITOCCURSBECAUSECONSUMERSPERCEIVETHATTHEBRANDOFFERSTHERIGHTPRODUCTFEATURES,IMAGE,ORLEVELOFQUALITYATTHERIGHTPRICETHISPERCEPTIONBECOMESTHEFOUNDATIONFORNEWBUYINGHABITSCONSUMERSWILLINITIALLYMAKEATRIALPRODUCTOFTHEBRANDA
6、ND,WHENSATISFIEDWITHTHEPURCHASE,TENDTOFORMHABITSANDCONTINUETOPURCHASETHESAMEBRANDBECAUSETHEPRODUCTISSAFEANDFAMILIARLAUETALINHISARTICLEMENTIONEDTHATTHEREWERESEVENFACTORSTHATINFLUENCEDCONSUMERSBRANDLOYALTYTOWARDSCERTAINSPORTSWEARBRANDSTHEFACTORSWEREBRANDNAME,PRODUCTQUALITY,PRICE,STYLE,STOREENVIRONMENT
7、,PROMOTIONANDSERVICEQUALITYBRANDNAMEFAMOUSBRANDNAMESCANDISSEMINATEPRODUCTBENEFITSANDLEADTOHIGHERRECALLOFADVERTISEDBENEFITSTHANNONFAMOUSBRANDNAMESTHEREAREMANYUNFAMILIARBRANDNAMESANDALTERNATIVESAVAILABLEINTHEMARKETPLACECONSUMERSMAYPREFERTOTRUSTMAJORFAMOUSBRANDNAMESTHESEPRESTIGIOUSBRANDNAMESANDTHEIRIMA
8、GESATTRACTCONSUMERSTOPURCHASETHEBRANDANDBRINGABOUTREPEATPURCHASINGBEHAVIOURANDREDUCEPRICERELATEDSWITCHINGBEHAVIOURSFURTHERMORE,BRANDPERSONALITYPROVIDESLINKSTOTHEBRANDSEMOTIONALANDSELFEXPRESSIVEBENEFITSFORDIFFERENTIATIONTHISISIMPORTANTFORBRANDSWHICHHAVEONLYMINORPHYSICALDIFFERENCESANDARECONSUMEDINASOC
9、IALSETTINGWHERETHEBRANDCANCREATEAVISIBLEIMAGEABOUTTHECONSUMERITSELFONOTHERHAND,FASHIONMAGAZINESANDFASHIONPRESSELABORATEONTHEDESIGNERSCOLLECTIONSTOTHEFULLEXTENTANDTHUSREINFORCEBETTERIMAGESTOFACILITATECONSUMERRECOGNITIONCONSUMERSAREUSUALLYABLETOEVALUATEEACHOFINTERNATIONALJOURNALOFECONOMICSANDMANAGEMEN
10、TTHEPRODUCTSANDBRANDNAMEATTRIBUTESITISNOTEWORTHYTHATTHISINFORMATIONISESSENTIALFORMARKETINGMANAGERSTOMAKEINFORMEDDECISIONSCONCERNINGPRODUCTPOSITIONING,REPOSITIONINGANDDIFFERENTIALADVANTAGESACCORDINGTOKOHLIANDTHAKOR,BRANDNAMEISTHECREATIONOFANIMAGEORTHEDEVELOPMENTOFABRANDIDENTITYANDISANEXPENSIVEANDTIME
11、CONSUMINGPROCESSTHEDEVELOPMENTOFABRANDNAMEISANESSENTIALPARTOFTHEPROCESSSINCETHENAMEISTHEBASISOFABRANDSIMAGEBRANDNAMEISIMPORTANTFORTHEFIRMTOATTRACTCUSTOMERSTOPURCHASETHEPRODUCTANDINFLUENCEREPEATPURCHASINGBEHAVIOURCONSUMERSTENDTOPERCEIVETHEPRODUCTSFROMANOVERALLPERSPECTIVE,ASSOCIATINGWITHTHEBRANDNAMEAL
12、LTHEATTRIBUTESANDSATISFACTIONEXPERIENCEDBYTHEPURCHASEANDUSEOFTHEPRODUCTPRODUCTQUALITYPRODUCTQUALITYENCOMPASSESTHEFEATURESANDCHARACTERISTICSOFAPRODUCTORSERVICETHATBEARSONITSABILITYTOSATISFYSTATEDORIMPLIEDNEEDSINOTHERWORDS,PRODUCTQUALITYISDEFINEDASFITNESSFORUSEORCONFORMANCETOREQUIREMENTCONSUMERSMAYREP
13、EATTHEPURCHASEOFSINGLEBRANDSORSWITCHAROUNDSEVERALBRANDSDUETOTHETANGIBLEQUALITYOFTHEPRODUCTSOLDACCORDINGTOFRINGS,THECOMPONENTSOFPRODUCTQUALITYOFFASHIONMERCHANDISEINCLUDESIZEMEASUREMENT,CUTTINGORFITTING,MATERIAL,COLOUR,FUNCTIONANDTHEPERFORMANCEOFTHEMERCHANDISEFITTINGISACRUCIALASPECTINGARMENTSELECTIONB
14、ECAUSESOMEFITTEDGARMENTSSUCHASSWIMSUITSANDAEROBICWEARCANIDEALLYENHANCETHECONSUMERSGENERALAPPEARANCEMATERIALISIMPORTANTINPRODUCTQUALITYBECAUSEITAFFECTSTHEHANDFEEL,TEXTUREANDOTHERPERFORMANCEASPECTSOFTHEPRODUCTFURTHER,CONSUMERSRELATEPERSONALLYTOCOLOUR,ANDCOULDSELECTORREJECTAFASHIONBECAUSEOFCOLOURIFTHEC
15、OLOURDOESNOTAPPEALTOTHEMORFLATTERTHEIROWNCOLOUR,THEYWILLREJECTTHEFASHIONFUNCTIONALATTRIBUTESINSPORTSWEARINCLUDEQUICKDRY,BREATHABLE,WATERPROOF,ODOURRESISTANT,LIGHTWEIGHT,ANDANTIMICROBIALANDFINALLY,DURABILITYWHICHISTHEUSELIFEOFGARMENTSFORINSTANCE,SOMECONSUMERSWEARTHEIRSPORTSWEARFORHEAVYWORKANDSOMEFORL
16、EISUREANDSPORTS,ASTHEYNEEDALOTOFMOVEMENT,WHILEDURABILITYISANIMPORTANTCONSIDERATIONINPURCHASINGSPORTSWEARPERFECTIONISTORQUALITYCONSCIOUSNESSISDEFINEDASANAWARENESSOFANDDESIREFORHIGHQUALITYPRODUCTS,ANDTHENEEDTOMAKETHEBESTORPERFECTCHOICEVERSUSBUYINGTHEFIRSTPRODUCTORBRANDAVAILABLETHISINDICATESTHATQUALITY
17、CHARACTERISTICSAREALSORELATEDTOPERFORMANCEPRICEACCORDINGTOCADOGANANDFOSTER,PRICEISPROBABLYTHEMOSTIMPORTANTCONSIDERATIONFORTHEAVERAGECONSUMERCONSUMERSWITHHIGHBRANDLOYALTYAREWILLINGTOPAYAPREMIUMPRICEFORTHEIRFAVOUREDBRAND,SO,THEIRPURCHASEINTENTIONISNOTEASILYAFFECTEDBYPRICEINADDITION,CUSTOMERSHAVEASTRON
18、GBELIEFINTHEPRICEANDVALUEOFTHEIRFAVOURITEBRANDSSOMUCHSOTHATTHEYWOULDCOMPAREANDEVALUATEPRICESWITHALTERNATIVEBRANDSCONSUMERSSATISFACTIONCANALSOBEBUILTBYCOMPARINGPRICEWITHPERCEIVEDCOSTSANDVALUESIFTHEPERCEIVEDVALUESOFTHEPRODUCTAREGREATERTHANCOST,ITISOBSERVEDTHATCONSUMERSWILLPURCHASETHATPRODUCTLOYALCUSTO
19、MERSAREWILLINGTOPAYAPREMIUMEVENIFTHEPRICEHASINCREASEDBECAUSETHEPERCEIVEDRISKISVERYHIGHANDTHEYPREFERTOPAYAHIGHERPRICETOAVOIDTHERISKOFANYCHANGEBASICALLY,LONGTERMRELATIONSHIPSOFSERVICELOYALTYMAKELOYALCUSTOMERSMOREPRICETOLERANT,SINCELOYALTYDISCOURAGESCUSTOMERSFROMMAKINGPRICECOMPARISONWITHOTHERPRODUCTSBY
20、SHOPPINGAROUNDPRICEHASINCREASINGLYBECOMEAFOCALPOINTINCONSUMERSJUDGMENTSOFOFFERVALUEASWELLASTHEIROVERALLASSESSMENTOFTHERETAILERACCORDINGTOBUCKLINETALPRICESIGNIFICANTLYINFLUENCESCONSUMERCHOICEANDINCIDENCEOFPURCHASEHEEMPHASIZEDTHATDISCOUNTPRICINGMAKESHOUSEHOLDSSWITCHBRANDSANDBUYPRODUCTSEARLIERTHANNEEDE
21、DPRICEISDESCRIBEDASTHEQUANTITYOFPAYMENTORCOMPENSATIONFORSOMETHINGITINDICATESPRICEASANEXCHANGERATIOBETWEENGOODSTHATPAYFOREACHOTHERPRICEALSOCOMMUNICATESTOTHEMARKETTHECOMPANYSINTENDEDVALUEPOSITIONINGOFITSPRODUCTORBRANDPRICECONSCIOUSNESSISDEFINEDASFINDINGTHEBESTVALUE,BUYINGATSALEPRICESORTHELOWESTPRICECH
22、OICEADDITIONALLY,CONSUMERSGENERALLYEVALUATEDMARKETPRICEAGAINSTANINTERNALREFERENCEPRICE,BEFORETHEYDECIDEONTHEATTRACTIVENESSOFTHERETAILPRICESTYLESTYLEISVISUALAPPEARANCE,WHICHINCLUDESLINE,SILHOUETTEANDDETAILSAFFECTINGCONSUMERPERCEPTIONTOWARDSABRANDACCORDINGTOABRAHAMANDLITTRELL,ACOMPOSITELISTOFAPPARELAT
23、TRIBUTESHASBEENGENERATEDANDONEOFTHECONCEPTUALCATEGORIESISSTYLECONSUMERSJUDGMENTDEPENDSONTHECONSUMERSLEVELOFFASHIONCONSCIOUSNESS,SOJUDGMENTWILLBECONDITIONEDBYTHEIROPINIONOFWHATISCURRENTLYFASHIONABLEBRANDSTHATSUPPLYSTYLISHSPORTSWEARATTRACTLOYALCONSUMERSWHOAREFASHIONCONSCIOUSFASHIONLEADERSORFOLLOWERSUS
24、UALLYPURCHASEORCONTINUETOREPEATEDLYPURCHASETHEIRFASHIONGARMENTSINSTORESTHATAREHIGHLYFASHIONABLETHEYGAINSATISFACTIONFROMWEARINGTHELATESTFASHIONANDSTYLEWHICHALSOSATISFIESTHEIREGOARESEARCHCONDUCTEDBYDUFFINVESTIGATEDTHENICHEMARKETINWOMENSSPORTSWEAR,ANDTHERESULTSSHOWEDTHATSPORTSWEARSHOPPERSWEREBECOMINGMO
25、REFASHIONCONSCIOUSANDWEREDEMANDINGPRODUCTSWITHMORESTYLEFURTHERMORE,CONSUMERSHAVEATENDENCYTOWEARDIFFERENTATTIRESFORDIFFERENTOCCASIONSACCORDINGTOSPROLESANDKENDALL,FASHIONCONSCIOUSNESSISGENERALLYDEFINEDASANAWARENESSOFNEWSTYLES,CHANGINGFASHIONS,ANDATTRACTIVESTYLING,ASWELLASTHEDESIRETOBUYSOMETHINGEXCITIN
26、GANDTRENDYSTOREENVIRONMENTOMAREMPHASISEDTHATTHESTOREENVIRONMENTWASTHESINGLEMOSTIMPORTANTFACTORINRETAILMARKETINGSUCCESSANDSTORELONGEVITYPOSITIVEATTRIBUTESOFTHESTORE,WHICHINCLUDESTORELOCATION,STORELAYOUT,ANDINSTORESTIMULI,AFFECTBRANDLOYALTYTOSOMEEXTENTSTORELOCATIONANDNUMBEROFOUTLETSARECRUCIALINALTERIN
27、GCONSUMERSHOPPINGANDPURCHASINGPATTERNSIFCONSUMERSFINDTHESTORETOBEHIGHLYACCESSIBLEDURINGTHEIRSHOPPINGTRIPANDARESATISFIEDWITHTHESTORESASSORTMENTANDSERVICES,THESECONSUMERSMAYBECOMELOYALAFTERWARDSTHUS,ASTORESATMOSPHEREISONEOFTHEFACTORSTHATCOULDINFLUENCECONSUMERSDECISIONMAKINGTHESTIMULIINTHESTORE,SUCHAST
28、HECHARACTERISTICOFOTHERSHOPPERSANDSALESPEOPLE,STORELAYOUT,NOISES,SMELLS,TEMPERATURE,SHELFSPACEANDDISPLAYS,SIGN,COLOURS,ANDMERCHANDISE,AFFECTCONSUMERSANDSERVEASELEMENTSOFAPPARELATTRIBUTES,WHICHMAYINTURN,AFFECTCONSUMERDECISIONMAKINGANDSATISFACTIONWITHTHEBRANDONTHEOTHERHAND,BACKGROUNDMUSICPLAYEDINTHEST
29、ORESAFFECTSATTITUDESANDBEHAVIOURTHESLOWBEATMUSICALSELECTIONLEADSTOHIGHERSALESVOLUMEASCONSUMERSSPENDMORETIMEANDMONEYINACONDUCIVEENVIRONMENTTHEREAREMANYADVANTAGESTORETAILERSHAVINGLOYALCUSTOMERSASSTATEDBYHUDDLESTONETAL,CUSTOMERLOYALTYCOULDYIELDAFAVOURABLEOPERATINGCOSTADVANTAGEFORRETAILERSFURTHERMORE,TH
30、EYSTRESSEDTHATOBTAININGNEWCUSTOMERSCOSTFIVETOSIXTIMESASMUCHASRETAININGCURRENTCUSTOMERSLOYALCUSTOMERSCANINCREASETHEIRPURCHASESPENDING,THEYARELOWCOSTFORRETAILERSASCOMPAREDTOOBTAININGNEWCUSTOMERSTHEYACCEPTPRICEPREMIUMSANDTHEYHAVECUSTOMERLONGEVITYRESEARCHCONDUCTEDBYLINANDCHANGSHOWEDTHATTHECHANNELCONVENI
31、ENCEOFTHEBRANDSHADSIGNIFICANTINFLUENCEONBUYINGBEHAVIOURTHISMEANSTHATTHEACCESSIBILITYTOTHISPRODUCT/BRANDINTHESTOREISIMPORTANTWHENPURCHASINGLOWINVOLVEMENTPRODUCTSCONSUMERSWILLNOTGOTOANOTHERSTOREJUSTTOFINDTHEBRANDINSTEAD,THEYWILLSTAYPUTANDCHOOSEANOTHERBRANDPROMOTIONPROMOTIONISAMARKETINGMIXCOMPONENTWHIC
32、HISAKINDOFCOMMUNICATIONWITHCONSUMERSPROMOTIONINCLUDESTHEUSEOFADVERTISING,SALESPROMOTIONS,PERSONALSELLINGANDPUBLICITYADVERTISINGISANONPERSONALPRESENTATIONOFINFORMATIONINMASSMEDIAABOUTAPRODUCT,BRAND,COMPANYORSTOREITGREATLYAFFECTSCONSUMERSIMAGES,BELIEFSANDATTITUDESTOWARDSPRODUCTSANDBRANDS,ANDINTURN,INF
33、LUENCESTHEIRPURCHASEBEHAVIOURSTHISSHOWSTHATPROMOTION,ESPECIALLYTHROUGHADVERTISING,CANHELPESTABLISHIDEASORPERCEPTIONSINTHECONSUMERSMINDSASWELLASHELPDIFFERENTIATEPRODUCTSAGAINSTOTHERBRANDSACCORDINGTOROWLEY,PROMOTIONISANIMPORTANTELEMENTOFAFIRMSMARKETINGSTRATEGYPROMOTIONISUSEDTOCOMMUNICATEWITHCUSTOMERSW
34、ITHRESPECTTOPRODUCTOFFERINGS,ANDITISALSOAWAYTOENCOURAGEPURCHASEORSALESOFAPRODUCTORSERVICESALESPROMOTIONTOOLSAREUSEDBYMOSTORGANISATIONSINSUPPORTOFADVERTISINGANDPUBLICRELATIONSACTIVITIES,ANDTHEYARETARGETEDTOWARDCONSUMERSASFINALUSERSSHEALSOSTATESTHATPROMOTIONHASAKEYROLEINDETERMININGPROFITABILITYANDMARK
35、ETSUCCESSANDISONEOFTHEKEYELEMENTSOFTHEMARKETINGMIXWHICHINCLUDESADVERTISINGDIRECTMARKETINGSALESPROMOTIONPUBLICRELATIONSANDPUBLICITYPERSONALSELLINGANDSPONSORSHIPSERVICEQUALITYACOMMONDEFINITIONOFSERVICEQUALITYISTHATTHESERVICESHOULDCORRESPONDTOTHECUSTOMERSEXPECTATIONSANDSATISFYTHEIRNEEDSANDREQUIREMENTSS
36、ERVICEQUALITYISAKINDOFPERSONALSELLING,ANDINVOLVESDIRECTINTERACTIONSBETWEENSALESPEOPLEANDPOTENTIALBUYERSCONSUMERSLIKETOSHOPATSPECIFICSTORESBECAUSETHEYLIKETHESERVICESPROVIDEDANDAREASSUREDOFCERTAINSERVICEPRIVILEGESTHEIMPACTOFSALESPEOPLECONSUMERRELATIONSHIPSWILLGENERALLYRESULTINLONGTERMORIENTATIONOFCONS
37、UMERSTOWARDSTHESTOREORBRANDTRUSTINSALESPEOPLEAPPEARSTORELATETOOVERALLPERCEPTIONSOFTHESTORESSERVICEQUALITY,ANDRESULTSINTHECONSUMERBEINGTOTALLYSATISFIEDWITHTHESTORESINTHEENDADDITIONALLY,PERSONALISATIONSIGNIFICANTLYINFLUENCECONSUMERSEXPERIENCEANDEVALUATIONOFSERVICE,ANDINTURN,AFFECTSTHEBRANDLOYALTYOFCON
38、SUMERSGRONROOSNOTEDTHATTHEQUALITYOFASERVICEASPERCEIVEDBYCUSTOMERSHADTHREEDIMENSIONSFUNCTIONALDIMENSION,TECHNICALDIMENSION,ANDIMAGEFURTHERMORE,RICHARDANDALLAWAYARGUEDTHATUTILISINGONLYFUNCTIONALQUALITYATTRIBUTESTOEXPLAINAND/ORPREDICTCONSUMERSBEHAVIOURMIGHTBEAMISSPECIFICATIONOFSERVICEQUALITYANDHADLOWPR
39、EDICTIVEVALIDITY出处WONGFOONGYEEANDYAHYAHSIDEKINTJOURNALOFECONOMICSANDMANAGEMENT200822,PP221236标题运动装中品牌忠诚的影响译文品牌忠诚度有许多定义。总的来说，品牌忠诚度被定义为在其他类似可选的品牌中对一个品牌有着强烈的情感偏好。通常，通过消费者的重复购买行为和价格敏感度来测量。然而，BLOEMER和KASPER把真正的忠诚定义为必须有六项条件偏爱，行为反应，随着时间推移的反应，一些决策单元，在一系列类似品牌中对一个或多个品牌的反应，心里功能。真正的忠诚是消费者通过购买行为来表现出的对在列的品牌的相对的态度
40、。这种忠诚对公司来说是一笔巨大的财富，因为他们可以为产品付出更高的价格，只要话费少量的钱就可以服务，另外还可以给公司带来新的客户。安妮在他的著作中指出利用两种方法来定义忠诚的构架。行为派认为随着时间的推移，消费者不断的对该品牌进行重复性购买；态度派认为，重复性购买只是忠诚的一个必要不充分条件，应该需要态度上的进展来促进购买行为的延续。所以，品牌忠诚是同时包括行为和态度的。它是消费者在同一个范畴的产品中表达的对某一个品牌的特殊爱好。因为在当前的价格中，这种品牌能够让消费者感知到合理的产品特性，形象和产品质量。这种感知成为了新的购买行为的基础，起初，消费者只是试探性的购买，当他对购买行为满意后，就
41、趋向形成习惯并重复性购买相同的品牌，因为这类产品对他们来说是安全和熟悉的。刘在他的文章中提到，通过对特定的运动服装品牌的研究，发现影响消费者品牌忠诚度的因素主要有七个，分别是品牌名称，产品质量，价格，风格，商店环境，促销和服务质量。品牌名称著名的品牌能传导品牌利益，比不太出名的名字来说，能够得到更多的广告好处。在市场中有许多不够知名的品牌和替代品。消费者更喜欢信任更著名的品牌。这些有名的品牌的名字和图像吸引消费者采购，形成重复性购买，降低转换的风险。另外，品牌个性也给企业与其他企业之间提供了差异。在形象上有独特的外在表现以及被消费在特定的社交场合对品牌来说是极其重要的。另外，时尚杂志和出版社应
42、该对设计师的设计灵感进行详细的说明，以使消费者对品牌形象有更深入的了解。消费者往往能够评价国际经济与管理中出现的产品的特性。值得指出的是，这些信息对那些关心产品对位，复位和不一样的优势的销售经理来说是相当重要的。据赛克所说，品牌名称是对产品形象和定位的说明，这个过程是昂贵和费时的。品牌名称的发展是这个过程中重要的一部分，因为名字是品牌形象的基础。品牌名字对公司来说是重要的，因为它可以吸引消费者来购买产品以及影响重复购买行为。消费者喜欢从整体透视来感知产品，通过名字，他们希望得知购买和试用产品后，他们能够得到的满意程度。品牌质量品牌质量包括一个产品或服务的特性，意味着她能够满足需要，换句话说，产
43、品质量被定义为“品质是适用的”或“一致性需求”。消费者也许是通过购买的产品的外在质量来做出继续购买某个单一品牌或者换一个品牌的决定。据弗林斯所说，时尚产品的质量包括大小，残缺，材料，色彩，功能和外形。在某些服装的选择上，适合也是很重要的。在产品质量中材料是相当重要的，因为它们影响到产品的手感，质地，和其他的性能。另外，消费者对颜色的选择也是不一样的，它能够使消费者做出购买与否的选择。如果，颜色不是他平常喜欢的颜色，那么就可能拒绝购买这类产品。运动装的功能属性包括速干，透气，防水，轻量，抗微生物等，还包括最重要的使用寿命。例如，一些消费者穿他们的运动装为繁重的工作，一些为休闲与运动，由于他们需要
44、大量的运动，那么耐久性成了一个衡量的重要依据。完美主义者或者是质量意识者把质量看的很重，他们渴望高质量，这种对质量的需求与一见到产品和品牌就买是相对的。这表明高质量的特性和功能也是联系的。价格据说，对大多数消费者来说，价格是考虑最多的因素。有高忠诚度的顾客愿意为他们喜欢的品牌付出更高的价格。所以，他们的购买行为是很难被价格的短期变动所影响。另外，消费者对他们喜欢的品牌的价格和价值深信不疑，他们会和其他的可选择的品牌进行比较。消费者满意也能够通过对感知成本和价值与价格的比较来建立。如果感知价值比成本高，那么很显然，消费者将做出购买行为。忠诚的顾客即使在价格上升的时候也愿意支付这个价格，因为感知价
45、格非常高，他们更愿意来支付高的价格来避免任何转变的风险。基本上，长时间的服务关系，使得顾客对价格更加宽容，因为忠诚不鼓励顾客在附近的商店逛逛对相同商品价格进行比较。渐渐的，价格也已经成为了消费者判断的一个前提，以及对零售商进行判断。风格风格是可见的外观，包括线，轮廓和细节，影响着消费者对品牌的感知。据说，服饰属性的一个合成列表已经产生，而风格就是其中之一。消费者的判断取决于消费者对时尚的感知程度。所以，时下什么是最时髦的将影响到他们的选择判断。提供最新时尚的品牌将得到那些追求时尚的消费者的忠诚。时尚引领者或者跟随者通常购买甚至是持续性购买那些时尚的品牌。他们通过对这些最时尚的品牌的穿着来获得极
46、大的满意感。通过对女士服装市场的研究，发现了这样的状况服装购物者变得越来越追求时尚，对服装款式的要求也变多，并且，消费者已经有了在不同的场合穿着不同的服装的倾向。根据普罗尔斯所说，时尚意识者通常被定义为对新风格敏感，喜欢改变风格，喜欢有吸引力的风格，以及购买一些令人兴奋和感到时髦的东西。商店环境奥马尔重点指出，对零售商来说，商店的环境好坏是成功与否，寿命的长短有重要的作用。商店的积极属性包括商店位置，商店布局等。商店位置对消费者的购买行为起着关键的作用。如果消费者在购物的过程中发现商店的舒适性挺强，并且对商店中物品的种类和服务满意，那么这些消费者时候就可能变的忠诚。另外，商店中的氛围也是能够影
47、响消费者作出决定的一个因素。商店中的刺激物，比如其他购物者的特征，销售人员，商店布局，噪音，气味，温度，货架空间，迹象，颜色等都将影响到消费者。另外，在商店中播放的背景音乐也将影响到消费者的态度和行为。轻轻击打的音乐环境中，能够带来大量的销售，因为消费者会在这样的环境中话费大量的时间和金钱。对零售商来说，拥有忠诚的顾客是有很多的好处的。因为，忠诚可以为零售商提供一个有优势的经营成本。另外，开发一个新的客户要比维护好一个老客户要花费五到六倍的成本。忠诚的客户能提高他们的购买指出，对零售商来说，维护好他们比开发新的客户要花费的少，他们接受价格的升高，以及有很大的耐心。调查显示，品牌方便的渠道能够对
48、商品的购买产生明显的影响。这意味着在购买不是很重要的商品时，他们会选择在同样的商店。消费者不会去另一个商店来购买这个品牌。相反，他们会选择留下选择另外的品牌。促销促销是市场营销组合中的一部分，它是和消费者沟通的一种方式。促销包括广告，个人销售，公共关系。广告是一种关于产品，品牌，公司或者商店的一种利用媒体的非人员信息。它对消费者关于产品或者品牌的形象，信仰和态度有着巨大的影响，反过来，影响着消费者的购买行为。这表明促销，特别是通过广告形式的，可以帮助消费者建立对不同品牌的形象，以及帮助区分不同产品之间的差异。据罗利所言，促销是一个公司市场营销策略中的一项重要的元素。、促销是用来帮助供应商和消费
49、者之间的交流，同样，它也是一种鼓励买卖产品和服务的途径。促销工具通常在公共关系活动和广告中被广泛的应用。它的目的直接指向了消费者，她指出促销在市场成功和增加获利能力中扮演着重要的角色，也是市场营销组合中一个关键的因素。市场营销组合包括广告，直接销售，促销，公关，和人员销售等。服务质量服务质量通常被定义为服务符合消费者预期，满足了他们的需求。服务质量是个人销售的一种，涉及到购买者和销售者的直接接触。消费者喜欢在特定的商店消费是因为他们喜欢那里的服务以及享受到某些特权。销售者和客户之间的关系问题通常会影响到顾客对一个品牌或商店的长期方向。信任销售人员，往往会使商店提供好的服务质量，最终，会使消费者对商店提供的服务完全满意。另外，分为个人影响着消费者的经验和对服务的评价，最终，影响到消费者的品牌忠诚。格罗鲁写道，被客户感知的服务质量有三个方面泛函维数，技术维和印象。此外，理查德和奥勒维认为，只是利用功能质量来预测和说明消费者的行为，可能形成对服务质量的测定误差以及降低预测效度出处WONGFOONGYEEANDYAHYAHSIDEKINTJOURNALOFECONOMICSANDMANAGEMENT200822,PP221236
