18至24周岁中，品牌忠诚度影响因素的测定[外文翻译](编辑修改稿)

18至24周岁中，品牌忠诚度影响因素的测定[外文翻译](编辑修改稿)内容摘要：

rationale for this and the specific research objectives that the work addresses are outlined in detail below. The broad basis for the investigation is that, while the 1824 age group is widely identified as low loyal when pared with other age groups, it should not be assumed that the group is low loyal per se. Additionally research has shown that loyalty may vary depending on product category. The issue of loyalty in younger consumers and the degree to which this is dependent on product category led to the first objective of the study presented in this paper: Objective 1: To measure brand loyalty among 1824 year olds across six products categories. The aim was to see how brand loyal 1824 year olds are, and whether or not there was a difference in loyalty by product type. Past research has also shown that brand loyalty is plex and probably multidimensional. As such, an additional contribution may be achieved by investigating a specific group in more depth. In this study , it was considered that if loyalty can vary by age group then the drivers of purchasing behavior also may be very specific. This led to the second objective of the study: Objective 2: To identify the factors that determines brand selection in the 1824 age work has indicated various contributors to brand purchasing behavior. The study explores the influence of situational factors such as price and promotions in buying behavior. It also addresses factors like novelty, emotional attachment as well as reputation of brand. Other additional drivers of purchasing behavior were highlighted by the survey piloting process and included in the investigation. The sample was selected from students in higher education within the age group of 1824 years. However, it is not suggested that this group is entirely representative of all 1824 yearold consumers, although they may share many mon characteristics. The sample was selected from various fields like management courses, chartered accountancy courses, etc. Statistical tests were conducted using all respondents, except where there are missing cases. The following details the methodology and results for objective 1 and total of 150 graduate degree students within the 1824age band pleted the study, which was analyzed using SPSS for Windows. Brand loyalties for toothpaste, coffee and mobile handsets were measured using proportion of first preferred brand out of last 5 purchases. This approach treats brand loyalty as the degree to which the usual or favorite brand within a product category is purchased, . 3 out of last 5 purchases is going to first preferred brand. The products were selected to reflect broadly those chosen by other studies looking at productspecific loyalty. Additionally, the product categories were distinct enough to identify differing degrees of brand attachment, . students may be more concerned about their coffee brand than their toothpaste brand. Respondents who did not buy the product were counted as missing values. Hence we reject the null hypothesis. We can conclude that there is significant difference in the degree of brand loyalty exhibited across three product categories. The research findings suggest that there is significant difference in the degree of brand loyalty exhibited across three product categories. It can be seen that coffee has the highest degree of first brand loyalty and mobile handsets have the lowest. These re。