2015年品牌忠诚度外文翻译--超越品牌忠诚度：品牌可持续性（节选）

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1、2600 英文单词， 1.4 万英文字符 ， 中文 4600 字 文献出处： Schultz D E, Block M P. Beyond brand loyalty: Brand sustainabilityJ. Journal of Marketing Communications, 2015, 21(5):1-16. Beyond brand loyalty: Brand sustainability Don E. Schultz and Martin P. Block Abstract Historically, measures of brand value have focused

2、 on brand awareness, customer brand equity and measured brand loyalty. While useful, these generally provide little visibility for the future of the brand. A new measure, brand sustainability, is proposed, described and illustrated. Drawing on over 1 million responses to online customer questionnair

3、es, over a 10-year period, covering brands in 73 FMCG product categories, we create, illustrate and demonstrate a brand sustainability measure. That measure consists of brand share of preference, a calculation of their average annual growth rate. That is then compared to the consumer-stated no brand

4、 preference in that category. Net promoter scores are used to support those calculations. Findings show that manufacturer brands are challenged, not by private label, but by no brand preference in the category. Research suggestions are made on how to develop and use brand sustainability and the impa

5、ct of that measure on future brand growth and development. Keywords: brand loyalty; future brand value; net promoter scores; no brand preference; new brand measures 1. Introduction In this paper, through the use of a substantial, longitudinal consumer database (over 1,100,000 individual responses ga

6、thered over a 10-year period on hundreds of brands), we take the concept of brand loyalty to the next level, that of brand sustainability. Brand sustainability is not just the personal use and preference of the brand by the individual user, even measured over relatively long periods of time. Instead, brand sustainability is more about growing the brand outside the current user base so that the brand continues to expand in terms of both volume and profitability over time in a potentially unlim