金融论文代写

格伦代尔论文代写:零售服务品牌研究

格伦代尔论文代写:零售服务品牌研究

研究发现,品牌承诺、忠诚度与消费者的购买行为之间存在着深刻的关系。在本研究中,两个零售品牌被认为是富勒顿,G.(2005)。本研究考虑了消费者的情感承诺和持续承诺。通过对消费者购买行为的分析发现,本文将关系营销的发展文献纳入富勒顿(G., 2005)的品牌忠诚研究中。关系营销文献已经证实,顾客承诺是一个中心的、复杂的结构,至少包括情感成分和持续成分。本研究探讨情感承诺和持续承诺在多大程度上是品牌满意度-忠诚度关系的中介。研究发现,在两个零售服务品牌情境中,承诺的两个组成部分充分中介了品牌满意度与回购意愿和宣传意愿之间的关系。

格伦代尔论文代写:零售服务品牌研究
此外,本研究还发现,情感承诺对品牌的影响与品牌的回购意愿和作为品牌代言人的意愿均有强烈的正向关系。延续承诺最多与回购意愿呈弱而正相关,与品牌宣传意愿呈负相关(Fullerton, 2005)。这种品牌忠诚度可以根据以下因素分为两种。行为品牌忠诚度:行为品牌忠诚度可以定义为导致消费者重复购买某一特定产品的品牌忠诚度。这是维系品牌的一个重要属性。为了说服消费者购买一个品牌,需要进行许多情境和营销促销(Chaudhuri, & Holbrook, 2001)。

格伦代尔论文代写:零售服务品牌研究

It has been found that there is profound relationship between brand commitment, loyalty and the buying behavior of the consumers. In this study two retail brands were considered Fullerton, G. (2005). In this study, the affective and the continuance commitment of the consumers were considered. It was found from analysis of the consumer buying behavior that there is two This paper incorporates the developing body of literature in relationship marketing to the study of brand loyalty Fullerton, G. (2005). Relationship marketing literature has established that customer commitment is a central, complex construct consisting of at least an affective component and a continuance component. This study examined the extent to which affective and continuance commitment serve as mediators of the brand satisfaction—loyalty intentions relationship. The study found that, in two retail service brand settings, the two components of commitment fully mediate the relationship between brand satisfaction and both repurchase intentions and advocacy intentions.

格伦代尔论文代写:零售服务品牌研究
In addition, the study found that affective commitment to the brand strongly and positively related to both repurchase intentions for the brand and willingness to act as an advocate on behalf of the brand. Continuance commitment was at best only weakly but positively related to repurchase intentions, but negatively related to advocacy intentions for the brand (Fullerton, 2005).This brand loyalty can be divided into two based on the following factors. Behavioral brand loyalty: This can be defined as the brand loyalty that causes a consumer to make repeat purchases of the particular product. This is an important attribute that leads to sustenance of a brand. There are many situational and marketing promotions that needs to be done in order to convince the consumer of a brands (Chaudhuri, & Holbrook, 2001).