消费者对品牌忠诚吗?
文章来源:未知 文章作者:enread 发布时间:2020-09-08 08:55 字体: [ ]  进入论坛
(单词翻译:双击或拖选)
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.忠诚,忠心
参考例句:
  • She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
  • His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。
2 fidelity vk3xB     
n.忠诚,忠实;精确
参考例句:
  • There is nothing like a dog's fidelity.没有什么能比得上狗的忠诚。
  • His fidelity and industry brought him speedy promotion.他的尽职及勤奋使他很快地得到晋升。
3 awareness 4yWzdW     
n.意识,觉悟,懂事,明智
参考例句:
  • There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
  • Environmental awareness has increased over the years.这些年来人们的环境意识增强了。
4 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
5 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
6 premium EPSxX     
n.加付款;赠品;adj.高级的;售价高的
参考例句:
  • You have to pay a premium for express delivery.寄快递你得付额外费用。
  • Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后,清水便因稀而贵了。
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TAG标签: People brand loyalty
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