消費者對品牌忠誠嗎?
文章來源:未知 文章作者:enread 發布時間:2020-09-08 08:55 字體: [ ]  進入論壇
(單詞翻譯:雙擊或拖選)
You might have heard the term 'brand loyalty1'. As we enter a 5th generation of console releases, with Sony's PS5 and Microsoft's Xbox series X due to hit our shelves this year, once more psychologists are predicting a wave of purchases based on fidelity2.
 
But why do people feel compelled to stick with brands? Writer Carol M. Bopp describes brand loyalty as a positive feeling that consumers identify with a certain product or company.  This also draws on the idea of brand awareness3: the extent to which customers are familiar with the logo or values of a brand, goods or a service.
 
Huge companies pump millions into marketing4 and advertising5, using analytics to determine who is their ICP, or ideal customer profile. It’s no surprise that the ads which pop up on social media somehow feel targeted at or tailored for you. This is because companies spend a lot of time and money analysing who is most likely to become loyal customers.
 
This extends to the supermarkets. Many believe that the more expensive branded products are much better than the supermarkets’ own brand. Money-saving experts like Martin Lewis, encourage us to give up the premium6 or branded products and buy the value versions.
 
So, are we really brand loyal? Companies certainly want us to be. But there are those who believe it's more to do with brand habit – that feeling of comfort you get from buying the same product over and over again. Once we’re familiar with a brand and we know that it's OK, we don't feel compelled to try anything else.
 
So, the next time you find yourself buying your favourite brand, it might not be down to brand loyalty, but rather to habit, or even that you have been targeted by a specific company through tailored ads.


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1 loyalty gA9xu     
n.忠誠,忠心
參考例句:
  • She told him the truth from a sense of loyalty.她告訴他真相是出于忠誠。
  • His loyalty to his friends was never in doubt.他對朋友的一片忠心從來沒受到懷疑。
2 fidelity vk3xB     
n.忠誠,忠實;精確
參考例句:
  • There is nothing like a dog's fidelity.沒有什么能比得上狗的忠誠。
  • His fidelity and industry brought him speedy promotion.他的盡職及勤奮使他很快地得到晉升。
3 awareness 4yWzdW     
n.意識,覺悟,懂事,明智
參考例句:
  • There is a general awareness that smoking is harmful.人們普遍認識到吸煙有害健康。
  • Environmental awareness has increased over the years.這些年來人們的環境意識增強了。
4 marketing Boez7e     
n.行銷,在市場的買賣,買東西
參考例句:
  • They are developing marketing network.他們正在發展銷售網絡。
  • He often goes marketing.他經常去市場做生意。
5 advertising 1zjzi3     
n.廣告業;廣告活動 a.廣告的;廣告業務的
參考例句:
  • Can you give me any advice on getting into advertising? 你能指點我如何涉足廣告業嗎?
  • The advertising campaign is aimed primarily at young people. 這個廣告宣傳運動主要是針對年輕人的。
6 premium EPSxX     
n.加付款;贈品;adj.高級的;售價高的
參考例句:
  • You have to pay a premium for express delivery.寄快遞你得付額外費用。
  • Fresh water was at a premium after the reservoir was contaminated.在水庫被污染之后,清水便因稀而貴了。
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TAG標簽: People brand loyalty
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