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 purch
2、ase 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 s
3、uch 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 an
4、d can 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 tha
5、t consistent 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 c
6、onsumers 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 tri
7、al product 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 br
8、ands. The factors were: brand name, product quality, price, style, store environment, promotion and service quality. Brand Name Famous 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
9、 alternatives 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 p
10、ersonality 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, fashio
11、n magazines 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
12、 noteworthy 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
13、 and time consuming 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
14、products from an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product. Product Quality Product Quality encompasses the features and characteristics of a product or service that bears on its ability to satisfy stat
15、ed 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 several brands due to the tangible quality of the product sold. According to Frings, the components of product quality
16、 of fashion 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 ap peara
17、nce. Material 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 will reject the fashion. Functional attributes in sportswear include quick-dry, breathable, waterproof, odour-resistant, lightweight, and antimicrobial and finally,
