大多数消费者有品牌依恋
文章来源:未知 文章作者:meng 发布时间:2010-11-05 03:22 字体: [ ]  进入论坛
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Can you forge(锻造,伪造) an emotional bond with a brand so strong that, if forced to buy a competitor's product, you suffer separation anxiety? According to a new study from the USC Marshall School of Business, the answer is yes. In fact, that bond can be strong enough that consumers are willing to sacrifice time, money, energy and reputation to maintain their attachment1 to that brand. "Brand Attachment and Brand Attitude Strength: Conceptual(概念上的) and Empirical(经验主义的) Differentiation2 of Two Critical Brand Equity3 Drivers," a study published in the November issue of the Journal of Marketing4, is co-authored by USC Marshall's C. Whan Park, Joseph A. DeBell Professor of Marketing; Deborah J. MacInnis, Vice5 Dean of Research and Charles L. and Ramona I. Hilliard Professor of Business Administration; and Joseph Priester, Associate Professor of Marketing; along with Andreas B. Eisingerich, Assistant Professor of Marketing, Imperial College (London) Business School; and Dawn Iacobucci, E. Bronson Ingram Professor in Marketing, Owen Graduate School of Management, Vanderbilt University, indicates that brand attachment has much stronger impact on consumers than previously6 believed. In fact, the study suggests, brand attachment can even be strong enough to induce separation anxiety when favorite brands are replaced.

The study advances existing brand research in consumer psychology7 and goes beyond the existing paradigm8, indicating that traditional measurements such as brand attitude strength do not adequately explain consumers' intense loyalties9 to the brands they love—that they fail to explain how brands capture "consumers' hearts and minds." Brand attachment, the authors claim, does exist, is predicated on a brand/self-relationship and can better explain what drives consumer behavior and their loyalty10 and commitment to the brands.

It is brand attachment that explains consumers' devotion to the iPod, fans' intense reaction at celebrity11 deaths and the torment12(痛苦,苦恼) of teenagers who are denied their favorite brand of jeans. Through brand attachment, the USC Marshall study suggests, consumers see the brands as an extension of themselves.



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1 attachment POpy1     
n.附属物,附件;依恋;依附
参考例句:
  • She has a great attachment to her sister.她十分依恋她的姐姐。
  • She's on attachment to the Ministry of Defense.她现在隶属于国防部。
2 differentiation wuozfs     
n.区别,区分
参考例句:
  • There can be no differentiation without contrast. 有比较才有差别。
  • The operation that is the inverse of differentiation is called integration. 与微分相反的运算叫做积分。
3 equity ji8zp     
n.公正,公平,(无固定利息的)股票
参考例句:
  • They shared the work of the house with equity.他们公平地分担家务。
  • To capture his equity,Murphy must either sell or refinance.要获得资产净值,墨菲必须出售或者重新融资。
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 vice NU0zQ     
n.坏事;恶习;[pl.]台钳,老虎钳;adj.副的
参考例句:
  • He guarded himself against vice.他避免染上坏习惯。
  • They are sunk in the depth of vice.他们堕入了罪恶的深渊。
6 previously bkzzzC     
adv.以前,先前(地)
参考例句:
  • The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
  • Let me digress for a moment and explain what had happened previously.让我岔开一会儿,解释原先发生了什么。
7 psychology U0Wze     
n.心理,心理学,心理状态
参考例句:
  • She has a background in child psychology.她受过儿童心理学的教育。
  • He studied philosophy and psychology at Cambridge.他在剑桥大学学习哲学和心理学。
8 paradigm c48zJ     
n.例子,模范,词形变化表
参考例句:
  • He had become the paradigm of the successful man. 他已经成为成功人士的典范。
  • Moreover,the results of this research can be the new learning paradigm for digital design studios.除此之外,本研究的研究成果也可以为数位设计课程建立一个新的学习范例。
9 loyalties 2f3b4e6172c75e623efd1abe10d2319d     
n.忠诚( loyalty的名词复数 );忠心;忠于…感情;要忠于…的强烈感情
参考例句:
  • an intricate network of loyalties and relationships 忠诚与义气构成的盘根错节的网络
  • Rows with one's in-laws often create divided loyalties. 与姻亲之间的矛盾常常让人两面为难。 来自《简明英汉词典》
10 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。
11 celebrity xcRyQ     
n.名人,名流;著名,名声,名望
参考例句:
  • Tom found himself something of a celebrity. 汤姆意识到自己已小有名气了。
  • He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己获得名气。
12 torment gJXzd     
n.折磨;令人痛苦的东西(人);vt.折磨;纠缠
参考例句:
  • He has never suffered the torment of rejection.他从未经受过遭人拒绝的痛苦。
  • Now nothing aggravates me more than when people torment each other.没有什么东西比人们的互相折磨更使我愤怒。
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