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品牌忠诚度研究
Introduction
Brandloyaltyisbecomingincreasinglyimportanttomarketersandbusinesses,asitisakeydriveroflong-termsuccess.Itisdefinedasthetendencyofaconsumertoconsistentlyselectaparticularbrandoverothersduetoanemotionalconnectiontothebrand,abeliefinitssuperiorityorapastpositiveexperiencewithit.Itisbelievedthatloyalcustomerscanbringsignificantbenefitstobusinesses,suchasincreasedcustomerretention,brandadvocacy,andsalesgrowth.Asaresult,brandloyaltyhasbecomeatopicofinterestamongresearchersandmarketers.Thispaperaimstoprovideanoverviewofbrandloyaltyanditsimportance,aswellasthefactorsthatinfluenceit.
LiteratureReview
Brandloyaltyhasbeenstudiedextensivelybymarketersandresearchers,andthereareavarietyoftheoriesandmodelsthatattempttoexplainit.Oneofthemostwell-knownmodelsistheBrandLoyaltyPyramid,whichwasdevelopedbyAmericanmarketingandadvertisingexecutive,TedLevittinthe1960s.Thepyramidconsistsoffivestages,startingwithbrandawareness,thenmovingtobrandpreference,thenbrandinsistence,thenbrandadvocacy,andfinallyculminatinginbrandloyalty.Accordingtothismodel,brandloyaltyistheultimategoal,asitmeansthatcustomerswillconsistentlypurchasethebrand,evenwhenotheroptionsarepresent.
AnothermodelthatattemptstoexplainbrandloyaltyistheThree-StageModelofCustomerLoyalty,whichwasdevelopedbyOliver(1999).Thismodelproposesthatcustomerloyaltydevelopsinthreestages:cognitive,affective,andconative.Cognitiveloyaltyreferstoacustomers'awarenessandknowledgeofabrand,affectiveloyaltyistheemotionalattachmentthataconsumerhastoabrand,andconativeloyaltyistheactionthatacustomertakesasaresultoftheirloyaltytothebrand.
Severalfactorshavebeenidentifiedthatcaninfluencebrandloyalty.Someofthesefactorsincludebrandimage,productquality,brandtrust,customersatisfaction,price,andconvenience.Brandimagereferstotheoverallperceptionthatcustomershaveofabrand,whichcanbeinfluencedbyadvertising,packaging,andothermarketingefforts.Productquality,ontheotherhand,referstothedegreetowhichaproductmeetsorexceedscustomerexpectations.Brandtrustis