外文翻譯---運動裝中品牌忠誠的影響

1、<p>　　畢業(yè)論文（設計）外文翻譯</p><p>　　Influence of Brand Loyalty on Consumer Sportswear</p><p><b>　　原文：</b></p><p>　　There are many operational definitions of brand loyalty.

2、In general, brand loyalty can be defined as the strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity . However,

3、 Bloemer and Kasper defined true brand loyalty as having six necessary conditions which are: 1) the biased; 2) behavioural response3) expressed over time; 4) by some decision-making unit; 5) with respect to one or more a

4、lte</p><p>　　True brand loyalty exists when customers have a high relative attitude toward the brand exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm: customers a

5、re willing to pay higher prices, may cost less to serve and can bring in new customers to the firm .</p><p>　　Amine in her literature distinguishes two main approaches to define the loyalty construct: the be

6、havioural one suggests that the repeat purchasing of a brand over time by a consumer expresses their loyalty, and; the attitudinal perspective which assumes that consistent buying of a brand is a necessary but not suffic

7、ient condition of ‘true’ brand loyalty and it must be complemented with a positive attitude towards this brand to ensure that this behaviour will be pursued further.</p><p>　　Thus, brand loyalty is a functio

8、n of both behaviour and attitudes. It is a consumer’s preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, image, or level of

9、quality at the right price. This perception becomes the foundation for new buying habits. Consumers will initially make a trial product of the brand and, when satisfied with the purchase, tend to form habits and continue

10、 to purchase the same brand </p><p>　　Lau et al. in his article mentioned that there were seven factors that influenced consumers’ brand loyalty towards certain sportswear brands. The factors were: brand na

11、me, product quality, price, style, store environment, promotion and service quality.</p><p>　　Brand Name</p><p>　　Famous brand names can disseminate product benefits and lead to higher recall of

12、 advertised benefits than non-famous brand names . There are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust major famous brand names. These prestigious brand nam

13、es and their images attract consumers to purchase the brand and bring about repeat purchasing behaviour and reduce price related switching behaviours . Furthermore, brand personality provides links to</p><p>

14、;　　According to Kohli and Thakor, brand name is the creation of an image or the development of a brand identity and is an expensive and time consuming process. The development of a brand name is an essential part of the

15、process since the name is the basis of a brand’s image. Brand name is important for the firm to attract customers to purchase the product and influence repeat purchasing behaviour. Consumers tend to perceive the products

16、 from an overall perspective, associating with the brand name a</p><p>　　Product Quality</p><p>　　Product Quality encompasses the features and characteristics of a product or service that bears

17、on its ability to satisfy stated or implied needs. In other words, product quality is defined as “fitness for use” or ‘conformance to requirement” .Consumers may repeat the purchase of single brands or switch around seve

18、ral brands due to the tangible quality of the product sold. According to Frings, the components of product quality of fashion merchandise include size measurement, cutting or fitting, </p><p>　　Material is i

19、mportant in product quality because it affects the hand feel, texture and other performance aspects of the product. Further, consumers relate personally to colour, and could select or reject a fashion because of colour.

20、If the colour does not appeal to them or flatter their own colour, they will reject the fashion. Functional attributes in sportswear include quick-dry, breathable, waterproof, odour-resistant, lightweight, and antimicrob

21、ial and finally, durability which is the use li</p><p>　　Perfectionist or quality consciousness is defined as an awareness of and desire for high quality products, and the need to make the best or perfect ch

22、oice versus buying the first product or brand available. This indicates that quality characteristics are also related to performance. </p><p><b>　　Price</b></p><p>　　According to Cad

23、ogan and Foster, price is probably the most important consideration for the average consumer. Consumers with high brand loyalty are willing to pay a premium price for their favoured brand, so, their purchase intention is

24、 not easily affected by price. In addition, customers have a strong belief in the price and value of their favourite brands so much so that they would compare and evaluate prices with alternative brands . Consumers’ sati

25、sfaction can also be built by comparing pric</p><p>　　Loyal customers are willing to pay a premium even if the price has increased because the perceived risk is very high and they prefer to pay a higher pric

26、e to avoid the risk of any change. Basically, long-term relationships of service loyalty make loyal customers more price tolerant, since loyalty discourages customers from making price comparison with other products by s

27、hopping around. Price has increasingly become a focal point in consumers’ judgments of offer value as well as their overall ass</p><p>　　According to Bucklin et al. price significantly influences consumer ch

28、oice and incidence of purchase. He emphasized that discount pricing makes households switch brands and buy products earlier than needed. Price is described as the quantity of payment or compensation for something. It ind

29、icates price as an exchange ratio between goods that pay for each other. Price also communicates to the market the company’s intended value positioning of its product or brand. Price consciousness is defined as</p>

30、<p><b>　　Style</b></p><p>　　Style is visual appearance, which includes line, silhouette and details affecting consumer perception towards a brand . According to Abraham and Littrell, a com

31、posite list of apparel attributes has been generated and one of the conceptual categories is style. Consumers’ judgment depends on the consumers’ level of fashion consciousness, so judgment will be conditioned by their o

32、pinion of what is currently fashionable. Brands that supply stylish sportswear attract loyal consumers who are fashion c</p><p>　　A research conducted by Duff investigated the niche market in women’s sports

33、wear, and the results showed that sportswear shoppers were becoming more fashion conscious and were demanding products with more style; furthermore, consumers have a tendency to wear different attires for different occas

34、ions. According to Sproles and Kendall, fashion consciousness is generally defined as an awareness of new styles, changing fashions, and attractive styling, as well as the desire to buy something excitin</p><p

35、>　　Store Environment</p><p>　　Omar emphasised that the store environment was the single most important factor in retail marketing success and store longevity. Positive attributes of the store, which incl

36、ude store location, store layout, and in-store stimuli, affect brand loyalty to some extent. Store location and number of outlets are crucial in altering consumer shopping and purchasing patterns. If consumers find the s

37、tore to be highly accessible during their shopping trip and are satisfied with the store’s assortment and </p><p>　　The stimuli in the store, such as the characteristic of other shoppers and salespeople, sto

38、re layout, noises, smells, temperature, shelf space and displays, sign, colours, and merchandise, affect consumers and serve as elements of apparel attributes , which may in turn, affect consumer decision making and sati

39、sfaction with the brand. On the other hand, background music played in the stores affects attitudes and behaviour . The slow-beat musical selection leads to higher sales volume as consumers</p><p>　　There ar

40、e many advantages to retailers having loyal customers. As stated by Huddleston et al., customer loyalty could yield a favourable operating cost advantage for retailers. Furthermore, they stressed that obtaining new custo

41、mers cost five to six times as much as retaining current customers. Loyal customers can increase their purchase spending, they are low cost for retailers as compared to obtaining new customers; they accept price premiums

42、 and they have customer longevity. Research conduct</p><p><b>　　Promotion</b></p><p>　　Promotion is a marketing mix component which is a kind of communication with consumers. Promot

43、ion includes the use of advertising, sales promotions, personal selling and publicity. Advertising is a non-personal presentation of information in mass media about a product, brand, company or store. It greatly affects

44、consumers’ images, beliefs and attitudes towards products and brands, and in turn, influences their purchase behaviours. This shows that promotion, especially through advertising, can he</p><p>　　According t

45、o Rowley , promotion is an important element of a firm’s marketing strategy. Promotion is used to communicate with customers with respect to product offerings, and it is also a way to encourage purchase or sales of a pro

46、duct or service. Sales promotion tools are used by most organisations in support of advertising and public relations activities, and they are targeted toward consumers as final users. She also states that promotion has a

47、 key role in determining profitability and market</p><p>　　Service Quality</p><p>　　A common definition of service quality is that the service should correspond to the customers’ expectations an

48、d satisfy their needs and requirements . Service quality is a kind of personal selling, and involves direct interactions between salespeople and potential buyers. Consumers like to shop at specific stores because they li

49、ke the services provided and are assured of certain service privileges.</p><p>　　The impact of salespeople-consumer relationships will generally result in longterm orientation of consumers towards the store

50、or brand. Trust in salespeople appears to relate to overall perceptions of the store’s service quality, and results in the consumer being totally satisfied with the stores in the end. Additionally, personalisation signif

51、icantly influence consumers’ experience and evaluation of service, and in turn, affects the brand loyalty of consumers.</p><p>　　Gronroos noted that the quality of a service as perceived by customers had thr

52、ee dimensions: functional dimension, technical dimension, and image. Furthermore, Richard and Allaway argued that utilising only functional quality attributes to explain and/or predict consumers’ behaviour might be a mi

53、sspecification of service quality and had low predictive validity.</p><p>　　出處：WONG FOONG YEE and YAHYAH SIDEK.Int. Journal of Economics and Management.2008.2(2),pp.221-236 </p><p>　　標題：運動裝中品牌忠誠

54、的影響</p><p>　　譯文： 品牌忠誠度有許多定義?？偟膩碚f，品牌忠誠度被定義為在其他類似可選的品牌中對一個品牌有著強烈的情感偏好。通常，通過消費者的重復購買行為和價格敏感度來測量。然而，Bloemer和Kasper把真正的忠誠定義為必須有六項條件：偏愛，行為反應，隨著時間推移的反應，一些決策單元，在一系列類似品牌中對一個或多個品牌的反應，心里功能。</p><p>　　真正的忠誠是

55、消費者通過購買行為來表現(xiàn)出的對在列的品牌的相對的態(tài)度。這種忠誠對公司來說是一筆巨大的財富，因為他們可以為產(chǎn)品付出更高的價格，只要話費少量的錢就可以服務，另外還可以給公司帶來新的客戶。</p><p>　　安妮在他的著作中指出利用兩種方法來定義忠誠的構(gòu)架。行為派認為隨著時間的推移，消費者不斷的對該品牌進行重復性購買；態(tài)度派認為，重復性購買只是忠誠的一個必要不充分條件，應該需要態(tài)度上的進展來促進購買行為的延續(xù)。<

56、;/p><p>　　所以，品牌忠誠是同時包括行為和態(tài)度的。它是消費者在同一個范疇的產(chǎn)品中表達的對某一個品牌的特殊愛好。因為在當前的價格中，這種品牌能夠讓消費者感知到合理的產(chǎn)品特性，形象和產(chǎn)品質(zhì)量。這種感知成為了新的購買行為的基礎(chǔ)，起初，消費者只是試探性的購買，當他對購買行為滿意后，就趨向形成習慣并重復性購買相同的品牌，因為這類產(chǎn)品對他們來說是安全和熟悉的。</p><p>　　劉在他的文章中提

57、到，通過對特定的運動服裝品牌的研究，發(fā)現(xiàn)影響消費者品牌忠誠度的因素主要有七個，分別是：品牌名稱，產(chǎn)品質(zhì)量，價格，風格，商店環(huán)境，促銷和服務質(zhì)量。</p><p><b>　　品牌名稱</b></p><p>　　著名的品牌能傳導品牌利益，比不太出名的名字來說，能夠得到更多的廣告好處。在市場中有許多不夠知名的品牌和替代品。消費者更喜歡信任更著名的品牌。這些有名的品牌的名

58、字和圖像吸引消費者采購，形成重復性購買，降低轉(zhuǎn)換的風險。另外，品牌個性也給企業(yè)與其他企業(yè)之間提供了差異。在形象上有獨特的外在表現(xiàn)以及被消費在特定的社交場合對品牌來說是極其重要的。另外，時尚雜志和出版社應該對設計師的設計靈感進行詳細的說明，以使消費者對品牌形象有更深入的了解。消費者往往能夠評價國際經(jīng)濟與管理中出現(xiàn)的產(chǎn)品的特性。值得指出的是，這些信息對那些關(guān)心產(chǎn)品對位，復位和不一樣的優(yōu)勢的銷售經(jīng)理來說是相當重要的。據(jù)賽克所說，品牌名稱是對產(chǎn)

59、品形象和定位的說明，這個過程是昂貴和費時的。品牌名稱的發(fā)展是這個過程中重要的一部分，因為名字是品牌形象的基礎(chǔ)。品牌名字對公司來說是重要的，因為它可以吸引消費者來購買產(chǎn)品以及影響重復購買行為。</p><p>　　消費者喜歡從整體透視來感知產(chǎn)品，通過名字，他們希望得知購買和試用產(chǎn)品后，他們能夠得到的滿意程度。</p><p><b>　　品牌質(zhì)量</b></p&g

60、t;<p>　　品牌質(zhì)量包括一個產(chǎn)品或服務的特性，意味著她能夠滿足需要，換句話說，產(chǎn)品質(zhì)量被定義為“品質(zhì)是適用的”或“一致性需求”。</p><p>　　消費者也許是通過購買的產(chǎn)品的外在質(zhì)量來做出繼續(xù)購買某個單一品牌或者換一個品牌的決定。據(jù)弗林斯所說，時尚產(chǎn)品的質(zhì)量包括大小，殘缺，材料，色彩，功能和外形。在某些服裝的選擇上，適合也是很重要的。</p><p>　　在產(chǎn)品質(zhì)量中

61、材料是相當重要的，因為它們影響到產(chǎn)品的手感，質(zhì)地，和其他的性能。另外，消費者對顏色的選擇也是不一樣的，它能夠使消費者做出購買與否的選擇。如果，顏色不是他平常喜歡的顏色，那么就可能拒絕購買這類產(chǎn)品。</p><p>　　運動裝的功能屬性包括：速干，透氣，防水，輕量，抗微生物等，還包括最重要的使用壽命。例如，一些消費者穿他們的運動裝為繁重的工作，一些為休閑與運動，由于他們需要大量的運動，那么耐久性成了一個衡量的重要依

62、據(jù)。</p><p>　　完美主義者或者是質(zhì)量意識者把質(zhì)量看的很重，他們渴望高質(zhì)量，這種對質(zhì)量的需求與一見到產(chǎn)品和品牌就買是相對的。這表明高質(zhì)量的特性和功能也是聯(lián)系的。</p><p><b>　　價格</b></p><p>　　據(jù)說，對大多數(shù)消費者來說，價格是考慮最多的因素。有高忠誠度的顧客愿意為他們喜歡的品牌付出更高的價格。所以，他們的購

63、買行為是很難被價格的短期變動所影響。另外，消費者對他們喜歡的品牌的價格和價值深信不疑，他們會和其他的可選擇的品牌進行比較。消費者滿意也能夠通過對感知成本和價值與價格的比較來建立。如果感知價值比成本高，那么很顯然，消費者將做出購買行為。</p><p>　　忠誠的顧客即使在價格上升的時候也愿意支付這個價格，因為感知價格非常高，他們更愿意來支付高的價格來避免任何轉(zhuǎn)變的風險?；旧希L時間的服務關(guān)系，使得顧客對價格更加

64、寬容，因為忠誠不鼓勵顧客在附近的商店逛逛對相同商品價格進行比較。漸漸的，價格也已經(jīng)成為了消費者判斷的一個前提，以及對零售商進行判斷。</p><p><b>　　風格</b></p><p>　　風格是可見的外觀，包括線，輪廓和細節(jié)，影響著消費者對品牌的感知。據(jù)說，服飾屬性的一個合成列表已經(jīng)產(chǎn)生，而風格就是其中之一。</p><p>　　消費者

65、的判斷取決于消費者對時尚的感知程度。所以，時下什么是最時髦的將影響到他們的選擇判斷。提供最新時尚的品牌將得到那些追求時尚的消費者的忠誠。時尚引領(lǐng)者或者跟隨者通常購買甚至是持續(xù)性購買那些時尚的品牌。他們通過對這些最時尚的品牌的穿著來獲得極大的滿意感。</p><p>　　通過對女士服裝市場的研究，發(fā)現(xiàn)了這樣的狀況：服裝購物者變得越來越追求時尚，對服裝款式的要求也變多，并且，消費者已經(jīng)有了在不同的場合穿著不同的服裝的

66、傾向。</p><p>　　根據(jù)普羅爾斯所說，時尚意識者通常被定義為對新風格敏感，喜歡改變風格，喜歡有吸引力的風格，以及購買一些令人興奮和感到時髦的東西。</p><p><b>　　商店環(huán)境</b></p><p>　　奧馬爾重點指出，對零售商來說，商店的環(huán)境好壞是成功與否，壽命的長短有重要的作用。商店的積極屬性包括：商店位置，商店布局等。商

67、店位置對消費者的購買行為起著關(guān)鍵的作用。如果消費者在購物的過程中發(fā)現(xiàn)商店的舒適性挺強，并且對商店中物品的種類和服務滿意，那么這些消費者時候就可能變的忠誠。另外，商店中的氛圍也是能夠影響消費者作出決定的一個因素。</p><p>　　商店中的刺激物，比如其他購物者的特征，銷售人員，商店布局，噪音，氣味，溫度，貨架空間，跡象，顏色等都將影響到消費者。另外，在商店中播放的背景音樂也將影響到消費者的態(tài)度和行為。輕輕擊打的

68、音樂環(huán)境中，能夠帶來大量的銷售，因為消費者會在這樣的環(huán)境中話費大量的時間和金錢。</p><p>　　對零售商來說，擁有忠誠的顧客是有很多的好處的。因為，忠誠可以為零售商提供一個有優(yōu)勢的經(jīng)營成本。另外，開發(fā)一個新的客戶要比維護好一個老客戶要花費五到六倍的成本。忠誠的客戶能提高他們的購買指出，對零售商來說，維護好他們比開發(fā)新的客戶要花費的少，他們接受價格的升高，以及有很大的耐心。調(diào)查顯示，品牌方便的渠道能夠?qū)ι唐返?/p>

69、購買產(chǎn)生明顯的影響。這意味著在購買不是很重要的商品時，他們會選擇在同樣的商店。消費者不會去另一個商店來購買這個品牌。相反，他們會選擇留下選擇另外的品牌。</p><p><b>　　促銷</b></p><p>　　促銷是市場營銷組合中的一部分，它是和消費者溝通的一種方式。促銷包括廣告，個人銷售，公共關(guān)系。廣告是一種關(guān)于產(chǎn)品，品牌，公司或者商店的一種利用媒體的非人員信

70、息。它對消費者關(guān)于產(chǎn)品或者品牌的形象，信仰和態(tài)度有著巨大的影響，反過來，影響著消費者的購買行為。這表明促銷，特別是通過廣告形式的，可以幫助消費者建立對不同品牌的形象，以及幫助區(qū)分不同產(chǎn)品之間的差異。</p><p>　　據(jù)羅利所言，促銷是一個公司市場營銷策略中的一項重要的元素。、促銷是用來幫助供應商和消費者之間的交流，同樣，它也是一種鼓勵買賣產(chǎn)品和服務的途徑。促銷工具通常在公共關(guān)系活動和廣告中被廣泛的應用。它的目

71、的直接指向了消費者，她指出促銷在市場成功和增加獲利能力中扮演著重要的角色，也是市場營銷組合中一個關(guān)鍵的因素。市場營銷組合包括：廣告，直接銷售，促銷，公關(guān)，和人員銷售等。</p><p><b>　　服務質(zhì)量</b></p><p>　　服務質(zhì)量通常被定義為：服務符合消費者預期，滿足了他們的需求。服務質(zhì)量是個人銷售的一種，涉及到購買者和銷售者的直接接觸。消費者喜歡在特定

72、的商店消費是因為他們喜歡那里的服務以及享受到某些特權(quán)。</p><p>　　銷售者和客戶之間的關(guān)系問題通常會影響到顧客對一個品牌或商店的長期方向。信任銷售人員，往往會使商店提供好的服務質(zhì)量，最終，會使消費者對商店提供的服務完全滿意。另外，分為個人影響著消費者的經(jīng)驗和對服務的評價，最終，影響到消費者的品牌忠誠。</p><p>　　格羅魯寫道，被客戶感知的服務質(zhì)量有三個方面：泛函維數(shù)，技術(shù)維