外文翻译-运动装中品牌忠诚的影响

1、毕业论文(设计)外文翻译Influence of Brand Loyalty on Consumer Sportswear原文：There are many operational definitions of brand loyalty. 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

2、behaviour or price sensitivity . However, 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 alternative brands out of a set of such

3、brands; and 6) a function of psychological.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 are willing to pay higher prices, may cost less to serve and can

4、 bring in new customers to the firm .Amine in her literature distinguishes two main approaches to define the loyalty construct: the behavioural one suggests that the repeat purchasing of a brand over time by a consumer expresses their loyalty, and; the attitudinal perspective which assumes that cons

5、istent buying of a brand is a necessary but not sufficient 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.Thus, brand loyalty is a function of both behaviour and attitudes. It is a consumer

6、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 quality at the right price. This perception becomes the foundation for new buying habits. Consumers will initially make a trial prod

7、uct of the brand and, when satisfied with the purchase, tend to form habits and continue to purchase the same brand because the product is safe and familiar.Lau et al. in his article mentioned that there were seven factors that influenced consumers brand loyalty towards certain sportswear brands. Th

8、e factors were: brand name, product quality, price, style, store environment, promotion and service quality.Brand NameFamous brand names can disseminate product benefits and lead to higher recall of advertised benefits than non-famous brand names . There are many unfamiliar brand names and alternati

9、ves available in the market place. Consumers may prefer to trust major famous brand names. These prestigious brand names and their images attract consumers to purchase the brand and bring about repeat purchasing behaviour and reduce price related switching behaviours . Furthermore, brand personality

10、 provides links to the brands emotional and self-expressive benefits for differentiation. This is important for brands which have only minor physical differences and are consumed in a social setting where the brand can create a visible image about the consumer itself. On other hand, fashion magazine

11、s and fashion press elaborate on the designers collections to the full extent and thus reinforce better images to facilitate consumer recognition . Consumers are usually able to evaluate each of International Journal of Economics and Management the products and brand name attributes. It is noteworth

12、y that this information is essential for marketing managers to make informed decisions concerning product positioning, repositioning and differential advantages.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 c

13、onsuming process. The development of a brand name is an essential part of the process since the name is the basis of a brands 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 fr

14、om an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product.Product QualityProduct Quality encompasses the features and characteristics of a product or service that bears on its ability to satisfy stated or implied

15、 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 several brands due to the tangible quality of the product sold. According to Frings, the components of product quality of fashio

16、n merchandise include size measurement, cutting or fitting, material, colour, function and the performance of the merchandise. Fitting is a crucial aspect in garment selection because some fitted garments such as swimsuits and aerobic wear can ideally enhance the consumers general appearance.Materia

17、l is important 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. If the colour does not appeal to them or flatter their own colour, they wi

18、ll reject the fashion. Functional attributes in sportswear include quick-dry, breathable, waterproof, odour-resistant, lightweight, and antimicrobial and finally, durability which is the use life of garments. For instance, some consumers wear their sportswear for heavy work and some for leisure and

19、sports, as they need a lot of movement, while durability is an important consideration in purchasing sportswear.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 choice versus buying the first product o

20、r brand available. This indicates that quality characteristics are also related to performance.PriceAccording to Cadogan 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 br

21、and, so, their purchase intention is 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 satisfaction can also be built by comparing pri c

22、e with perceived costs and values. If the perceived values of the product are greater than cost, it is observed that consumers will purchase that product.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 high

23、er price 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 shopping around. Price has increasingly become a focal point in consumers

24、judgments of offer value as well as their overall assessment of the retailer .According to Bucklin et al. price significantly influences consumer choice and incidence of purchase. He emphasized that discount pricing makes households switch brands and buy products earlier than needed. Price is descri

25、bed as the quantity of payment or compensation for something. It indicates price as an exchange ratio between goods that pay for each other. Price also communicates to the market the companys intended value positioning of its product or brand. Price consciousness is defined as finding the best value

26、, buying at sale prices or the lowest price choice. Additionally, consumers generally evaluated market price against an internal reference price, before they decide on the attractiveness of the retail price.StyleStyle is visual appearance, which includes line, silhouette and details affecting consum

27、er perception towards a brand . According to Abraham and Littrell, a composite 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 opinion of

28、what is currently fashionable. Brands that supply stylish sportswear attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue to repeatedly purchase their fashion garments in stores that are highly fashionable. They gain satisfaction from wearing t

29、he latest fashion and style which also satisfies their ego.A research conducted by Duff investigated the niche market in womens sportswear, and the results showed that sportswear shoppers were becoming more fashion conscious and were demanding products with more style; furthermore, consumers have a

30、tendency to wear different attires for different occasions. 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 exciting and trendy.Store EnvironmentOmar emphasis

31、ed that the store environment was the single most important factor in retail marketing success and store longevity. Positive attributes of the store, which include store location, store layout, and in-store stimuli, affect brand loyalty to some extent. Store location and number of outlets are crucia

32、l in altering consumer shopping and purchasing patterns. If consumers find the store to be highly accessible during their shopping trip and are satisfied with the stores assortment and services, these consumers may become loyal afterwards. Thus, a stores atmosphere is one of the factors that could i

33、nfluence consumers decision making.The stimuli in the store, such as the characteristic of other shoppers and salespeople, store layout, noises, smells, temperature, shelf space and displays, sign, colours, and merchandise, affect consumers and serve as elements of apparel attributes , which may in

34、turn, affect consumer decision making and satisfaction 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 spend more time and money in a conducive environment.There are m

35、any 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 customers cost five to six times as much as retaining current customers. Loyal customers

36、 can increase their purchase spending, they are low cost for retailers as compared to obtaining new customers; they accept price premiums and they have customer longevity. Research conducted by Lin and Chang showed that the channel convenience of the brands had significant influence on buying behavi

37、our. This means that the accessibility to this product/brand in the store is important when purchasing low involvement products. Consumers will not go to another store just to find the brand. Instead, they will stay put and choose another brand.PromotionPromotion is a marketing mix component which i

38、s a kind of communication with consumers. Promotion 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 consumers images, beliefs and at

39、titudes towards products and brands, and in turn, influences their purchase behaviours. This shows that promotion, especially through advertising, can help establish ideas or perceptions in the consumers minds as well as help differentiate products against other brands.According to Rowley , promotio

40、n is an important element of a firms 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 product or service. Sales promotion tools are used by most organisations in support of advertising and

41、public relations activities, and they are targeted toward consumers as final users. She also states that promotion has a key role in determining profitability and market success and is one of the key elements of the marketing mix which includes advertising; direct marketing; sales promotion; public

42、relations and publicity; personal selling and sponsorship.Service QualityA common definition of service quality is that the service should correspond to the customers expectations and satisfy their needs and requirements . Service quality is a kind of personal selling, and involves direct interactio

43、ns between salespeople and potential buyers. Consumers like to shop at specific stores because they like the services provided and are assured of certain service privileges.The impact of salespeople-consumer relationships will generally result in longterm orientation of consumers towards the store o

44、r brand. Trust in salespeople appears to relate to overall perceptions of the stores service quality, and results in the consumer being totally satisfied with the stores in the end. Additionally, personalisation significantly influence consumers experience and evaluation of service, and in turn, aff

45、ects the brand loyalty of consumers.Gronroos noted that the quality of a service as perceived by customers had three dimensions: functional dimension, technical dimension, and image. Furthermore, Richard and Allaway argued that utilising only functional quality attributes to explain and/or predict c

46、onsumers behaviour might be a misspecification of service quality and had low predictive validity.出处：WONG FOONG YEE and YAHYAH SIDEK.Int. Journal of Economics andManagement.2008.2(2),pp.221-236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

47、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。 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

48、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

49、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

50、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

51、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