18至24周岁中，品牌忠诚度影响因素的测定[外文翻译].docVIP

标题：Determination of brand loyalty factors age group-18-24 原文：The topic of Brand Loyalty holds great interest for market researchers, marketing managers and marketing academics. Brand Loyalty is a key issue for many marketing managers, and companies spend millions each year tracking brand loyalty levels through market research organizations. This interest in brand loyalty is also reflected in the academic literature, where loyalty has also been referred to a commitment and retention. Loyalty is an important concept in strategic marketing. A base of loyal customers allows marketers to charge a premium price and to reduce the cost of doing business through decreasing acquisition and promotion costs, thus increasing shareholders value and hence profitability . It has been suggested that it takes a lot less money to increase the retention if current customers than to find new ones . Fred Reichheld, formerly with Bain Consulting, defined loyalty in the Harvard Business review, as the willingness of someone--a customer, an employee, a friend--to make an investment or a personal sacrifice in order to strengthen relationship. Loyalty, therefore, is a big deal--taking lots of thought, planning and consideration on the part of the marketers. From a firms perspective, a successful brand enables it to maintain a high level of consumer acceptance, often in the face of considerable competition. In addition, brand loyalty can: * Provide a solid foundation for new product launch and for licensing * Offset a decline in market share during price and promotional wars * Help provide resistance to competitive attacks  Aaker wrote, The brand loyalty of the customer base is often the core of a brands equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, there is likely little equity. From the customers perspective, a brand provides a visible representation of difference between products. Brands allow consumers to shop with conf