文档介绍：标题:Determination of brand loyalty factors age group-18-24
原文:The topic of Brand Loyalty holds great interest for market researchers, marketing managers and marketing academics. Brand Loyalty is a key issue for many marketing managers, panies spend millions each year tracking brand loyalty levels through market anizations. This interest in brand loyalty is also reflected in the academic literature, where loyalty has also been referred to mitment and retention. Loyalty is an important concept in strategic marketing.
A base of loyal customers allows marketers to charge a premium price and to reduce the cost of doing business through decreasing acquisition and promotion costs, thus increasing shareholders value and hence profitability . It has been suggested that it takes a lot less money to increase the retention if current customers than to find new ones . Fred Reichheld, formerly with Bain Consulting, defined loyalty in the Harvard Business review, as "the willingness of someone--a customer, an employee, a friend--to make an investment or a personal sacrifice in order to strengthen relationship". Loyalty, therefore, is a big deal--taking lots of thought, planning and consideration on the part of the marketers.
From a firm's perspective, a essful brand enables it to maintain a high level of consumer acceptance, often in the face of petition. In addition, brand loyalty can: