What Makes Customers Brand Loyal-A Study On Telecommunication Sector Of Pakistan

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品牌忠诚度英文作文

品牌忠诚度英文作文Brand Loyalty。

Brand loyalty refers to the degree to which customers are committed to a particular brand and are willing to continue purchasing products or services from that brand over time. It is an important concept for businesses to understand, as it can have a significant impact on their bottom line.There are several factors that can contribute to brand loyalty. One of the most important is the quality of the product or service itself. If a customer is satisfied with the quality of a particular brand, they are more likely to continue purchasing from that brand in the future. Additionally, factors such as customer service, brand reputation, and pricing can also play a role in building brand loyalty.One of the key benefits of brand loyalty for businessesis that it can lead to increased customer retention rates. When customers are loyal to a particular brand, they are less likely to switch to a competitor, even if they are offered a better deal. This can help businesses to maintain a stable customer base and reduce customer churn.Another benefit of brand loyalty is that it can lead to increased word-of-mouth marketing. When customers are loyal to a particular brand, they are more likely to recommend it to others. This can help to increase brand awareness and attract new customers.However, building brand loyalty is not always easy. It requires a long-term commitment to providing high-quality products and services, as well as a focus on building strong relationships with customers. Businesses must also be willing to adapt to changing customer needs and preferences in order to maintain their loyalty over time.In conclusion, brand loyalty is an important conceptfor businesses to understand. By focusing on providinghigh-quality products and services, building strongrelationships with customers, and adapting to changing customer needs, businesses can build a loyal customer base that can help to drive long-term success.。

商标在产品营销中的作用-全英文论文,自己读大学的原创

毕业论文题目：商标在产品营销中的作用The effects of brand names in marketing学生姓名：准考证号：系别：班级：届别：指导教师：摘要关于商标的话题在新闻媒体中屡屡被提起，原因之一是很多企业对商标的作用认识不太清楚，没有把商标看得很重要，致使企业在营销过程中由于商标遭抢注或者被买走后束之高阁而受到很大损失。

还有一些企业对产品的商标的宣传力度不够，导致产品市场占有率下降甚至退出市场。

为此，我们应重新审视商标的作用。

近年来介绍商标的书籍和讨论“商标战略”的文章日渐多了起来，这为我国企业发展提供了可借鉴的案例，开阔了企业家的视野。

但大多数仅是一些著名商标个案发展史的罗列，或者是站在传统营销观念上探讨商标内在的机制问题，难以找到关于我国现阶段市场特征的商标作用的文章。

为了解决这个问题，本论文在分析国内外多企业在商标成败的基础上，结合我国实际，阐释了商标在产品营销中对企业、消费者以及产品本身的作用。

关键词商标；企业；消费者；产品；作用AbstractBrand names on the topic in the media has repeatedly been raised, one of the reasons is that many companies did not understand the role of the brand names clearly, did not know the importance of the brand names resulting in the marketing business in the course of being registered as trademarks or being bought The companies have been shelved after huge losses. There are also business-to-product brand names of the propaganda , leading to market share dropped even withdraw from the market. To this end, we should re-examine the role of brand names.In recent years many articles introduced the trademarks of books and discuss "trademark strategy," the article increased more, this is the development of China's companies .They can learn from the case, the broad vision of the entrepreneur. But the majority only in some cases well knew brand names of the history of the development list, or the traditional marketing concepts trademark of the internal mechanisms.It is difficult to find the market at this stage of China's brand name uncharacteristic of the role of the article. To solve this problem, this article learnt from more than the analysis of domestic and foreign enterprises in the success or failure on the basis of trade mark, with China's reality,illustrates the effects of the brand names in product marketing in the companies, consumer and the product itself .Key words Brand names ；companies；consumers；products；effectsCONTENTS1.Introduction (1)2.The effects of brand names on company (1)2.1. The brand names represent the image of a company (1)2.2. The brand names are intangible assets to a company (2)2.3.The brand names are the arms for a company when company (3)3.The effects of brand names on consumers (4)3.1.The brand names affect the consumers' decisions (4)3.2.The brand names bring the consumers' awareness (5)3.3.The brand names creates the consumers' loyalty (5)3.3.1.Consumers' loyalty (6)3.3.2.The brand names affects the consumers' loyalty (6)4. The effects of brand names on products (7)4.1.The brand names are one of the figures of the products (8)4.2.The brand names and the products are inseparable (8)4.3. The brand names suggest advertising recall on products (9)5. Conclusion (10)Bibliography (11)1.IntroductionBrands are an organization uses a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors.There are many advantages to businesses that build successful brands.these include:higher prices;higher profit margins;better distribution;customer loyalty.Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.2.The effects of brand names on companyBrands are important aspects of any business, but unlike money or bricks, mortar and paper clips, a brand is an intangible aspect of business. It lives in people heads and is defined by brand advertising and all of that person contacts with a company. Improving a brand is, therefore, one of the best marketing tools available because it involves your whole company and in the end, creates happier customers, more loyalty and higher market place.Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer.2.1. The brand names represent the image of a companyA company image is an intangible item (you can't touch it or feel it), but it's as important, if not more so, than the raw materials you fashion into a tangible brand names, machinery you use to make brand names or your brand names inventory. Here is an example of Gatorade.The thirst for Gatorade is unquenchable as far as Sue Wellington is concerned.Sheshould know. Wellington has forged a brilliant marketing career nurturing the Gatorade brand for 13 years.Today, Gatorade is a brand power house that command 85% of the U.S sports believe market.Gatorade is sold in 47 countries in North America,Europe,Latin America,Africa,and Asia and has become a global brand.Brand development has been a key factor in Gatorade Frost in 1997,with a " lighter,crisper"taste aimed at expanding the brand's reach beyond participants in organized sports to other usage occasions that she terms "intense sweaty situations.""We are a brand for the active thirst market,anytime anybody is hot and parched."Gatorade Frost has been racking up annual sales $200 million.The marketing Gatorade illustrates brand management in a dynamic marketplace.B rand marketing is probably one of the most important things a company who is trying to break into a market and billions of dollars could be spent to try and make this happen.Successful brand names often stems from a strong coheProper rence between what the company‟s top managem ent seek to accomplish (their strategic vision), what the company‟s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, in turn, indicate an underperforming brand. Here is another example:In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Freestar was discontinued without a replacement, and Ford announced record losses. In a surprise announcement, the discarded Taurus nameplate would be re-used on an improved FiveHundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus.Although the intention was to create a car to compete in the growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinnings severely undermined Cadillac's image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised troubles affecting engines installed in Cadillac's traditional full-size lines, in what is considered to be the least distinguished period in the marque's history.2.2. The brand names are intangible assets to a companyThe study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.Brands provide a financial advantage for the brand owner.successful,established brand names,such as Gillette,Nike,Gatorade,and Nokia,have economic value.They are intangible assets.The recognition that brands assets is apparent in the decision to buy and sell brands.Foe example,Procter&Gamble bought the Hawaiian Punch brand from Del Monte in1990 for $150 million and sold it to Cadbury Schweppes in1999 for $203 million.This example illustrates that brands can increase in value when effectively managed.Brands enable a firm to achieve economies of scale by producing a brand in mass quantities and create barriers to entry for competitors who might want to introduce their own brands.A strong brand image enables a manufacture to gain leverage vis-a-vis retailers and other marketing intermediators.Firm level approaches measure the brand as a financial asset. In short, a calculation is made regarding how much the brand is worth as an intangible asset. For example, if you were to take the value of the firm, as deprived by its market capitalization - and then subtract tangible assets and "measurable" intangible assets- the residual would be thebrand equity. One high profile firm level approach is by the consulting firm Interbrand. To do its calculation, Interbrand estimates brand value on the basis of projected profits discounted to a present value. The discount rate is a subjective rate determined by Interbrand and Wall Street equity specialists and reflects the risk profile, market leadership, stability and global reach of the brand.2.3.The brand names are the arms for a company when competingBy their brand names, companies can gain widespread distribution(for example by retailers who want to sell the brand)and build customer loyalty.Good examples include Microsoft,Panasonic and Mercedes.Brands deliver higher sales and profits have the potential to work their magic on other products and helps a company enter new product categories more easily.Distributors may perceive there is less risk with a new product if it carries a familiar brand name.If a new food product carries the Their brand,it is likely that customers will buy it. Promotional launch costs(particularly advertising)are likely to be substantially lower.Through brand names,a company can create excitement,elegance,exclusiveness,and influence customers'perceptions and attitudes.For example,99 percent of the customers of Polo brand clothing have never seen nor will ever play a match of Polo,yet Ralph lauren,through the wise choice of the Polo name ,was able to endow this brand with a high-status cachet.Pizza Hut selected late 1990s to suggest ,in addition to size,an "attitude"for which New York is known.This product was the most successful in Pizza Hut's history,with 40 million consumers trying the product within three months of its introduction.The name JetBkue provides this company with a memorable name unlike any other in the airline industry.In a market economy where two or more suppliers compete for the same customers, with a similar product, then items differentiating the service offered by each provider, need to be defined. Competition is generally in the public interest and encourages providers to improve quality, work efficiently and provide products and services at lower prices.In a competitive market a single supplier will lack?market power?, since the supplier must respond to the rivalry of competitors in order to remain in business.3.The effects of brand names on consumersThe main importance of brands is that ,done well it permits a business to differentiate its products,adding extra value for consumers who value the brand,and improving profitability for the company.It is important ,therefore,to understand what brands are and why they are important.McDonald‟s sums this up nicely in the following quote emphasizing the importance of brands:“…it is not factories that make profits,but relationships with customers,and brand names with secure those relationships.”At the root of the marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand.In this chapter, the writer will discuss the effects of the brand names in product marketing in the consumers .3.1.The brand names affect the consumers' decisionsResearch shows that consumers often assign personality traits to products－traditional,romantic,rugged,sophisticated,rebellious－and choose brands that are consistent with their own or desired self－image..First,brand equity provides a competitive advantage,such as the Sunkist label that implies quality fruit and the Disney name that defines children‟s entertainment.A second advantage is that consumers are often willing to pay a higher price for a product with brand equity.Consumers may benefit most from branding.Recognizing competing products by brand names allows them to be more efficient shoppers.This research is concerned specifically with the role of one exceptional factor in strengthening the association between the brand name and consumers' reactions to advertising: the temporal placement of the brand name within television advertising. A field study of prime-time television advertising across the major national broadcast networks found that 24% of ads wait until the very end of an advertising message to reveal the brand name, and only 6% of advertisements actually present it at the very beginning of spots before the presentation of content (Centre for Integrated Marketing Communication Research Brief 2004). Creative directors interviewed felt that withholding presentation of the brand name in this manner is intentional and appropriate. As one director put it,"the offer needs to be mentioned first and then the brand." Most interviewees expressed that brand-name placement decisions are purely execution-driven, which suggests that little consideration is given to cognitive and social psychology principles of learning. If creative directors believe that there is an advantage to withholding the advertised brand's identity until the end of the spot, it begs the question, "Is there theoretical and empirical evidence to back up this practice?" We believe not. On the other hand, we believe there is evidence to supportThis paper develops and tests a conceptual model of the effects of store name, brand names and price discounts on consumers' evaluations (store image, brand quality perceptions, internal reference prices, and value perceptions) and purchase intentions. The moderating effects of consumer knowledge and prior ownership on the proposed relationships in the model are also explored. A store's perceived image is influenced by the store name and the quality of merchandise it carries. Results also indicate that internal reference price is influenced by price discounts, brand name, and a brand's perceived quality. The influence of price discounts on a brand's perceived quality was minimal. Price discounts, internal reference price, and brand's perceived quality exerted significant influence on perceived value. Perceived value and store image, in turn, positively influenced purchased intentions. High knowledge respondents are more influenced by brand name, while low knowledge respondents are more influenced by price discounts. Low knowledge consumers are also swayed by store name and brand name.From the customer's perspective,respected brands offer an assurance of consistent performance and provide a signal of whatever benefits customers seek when making purchase decisions in particular product categories.More than this,a brand is a convenient with the customer whereby the mere mention of the name triggers expectations about what the brand will deliver in terms of quality,convince status ,and other critical buying considerations.3.2.The brand names bring the consumers' awareness.Brand names are often thought of as a creation of the western advertising industry. The earliest “brands” may date back to the early days of China and Egypt. Chinese pottery made thousands of years ago bore symbols or other signs of the pottery maker,and wall paintings from ancient Egypt depict cattle being branded. These are possibly the earliest “brands” in history.How time flies. “Cadillac”, “Toyota” and “Mercede s-Benz” are all currently premium brands owned respectively by the Americans, the Japanese and the Germans, and they all take pride in what they have owned. Chinese national brands pale in comparison with those world-class brands, which is a fact we can not deny and a reality we have to face. With the advent of brands being globalized and international competition being brought to our domestic market, foreign brands are making constant efforts to penetrate into the Chinese market. Under such circumstances, a question we have to answer is: How can Chinese brands give foreign brands a run for their money?Many of our enterprises are obsessed with the idea of nudging into the international market and metropolitan areas. They are swollen-heatedly stealing the limelight. We have to realize that China has become the world‟s largest market yet to be fully developed. China has a population of 1.3 billion, accounting for 20% of the world‟s population and the growth of its consumer expenditure is faster than anywhere else in the world. It is in our domestic market, particularly in our rural market of 900 million farmers that the odds are in favor of the development of our national brands. This may account for some of the well-established international brands racking their brains over China‟s rural market.Quality is the lifeblood of a brand, and customers always prefer goods of fine quality. With product quality being wildly inconsistent, Chinese enterprises can hardly build brands in which people have faith, thus creating obstacles to the establishment of China‟s international brands. It is currently urgent for some of our national brands, those who have made up their minds to compete against foreign brands, to improve the quality of their products. Enterprises have to realize that 1% defection of a product equals 100% loss for the customer. The domination of China‟s national brands in the world can never be achieved until goods made in China are better in quality than those made abroad.3.3.The brand names creates the consumers' loyaltyConsumers'loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy.True consumers'loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand.3.3.1.Consumers' loyaltyWhat isconsumers' loyalty?From academic say up, the brand loyalty complications abnormality, include the economics and manage to learn, the method learn, sociology, psychology and the contents of the esthetics, is consumer's long-term approbation for a brand.But say for the consumer, again simple abnormality of theconsumers'loyaltywithas for can go to" friendly" two wordses in brief to express.Kania (2001) states that marketing managers move customers through these stages when they develop a positive brand identity, brand promise, value proposition, brand associations, brand positioning, and perceived quality. When this branding effort succeeds, consumers are loyal to the brand.Consumers' loyalty is based on delivering a product or service that people wouldlike to buy and enjoy using. Ellwood (2000) argues that customer loyalty is the key tothe long-term success of a brand. Accordingly, Kotler (1996) suggests that every brandwill vary in the amount of power and value they have in the market and proposes a …brand awareness spectrum‟. This spectrum highlights four separate stages that a brand must progress through to achieve brand loyalty.Loyal customers are those that repeatedly buy a product or service from the same company. Their repeat purchases drive down marketing costs, increasing profit because the company doesn‟t have to acquire the customer for every transaction. …Customer retention is critical since it has been shown that it is up to five times less expensive to sell to a loyal customer, as it is to create a new one‟ (Palumbo F, Herbig P, 2000).These suggestions are formalised by Frederick Reicheld (1996). Reicheld proposes that brand loyalty has two important effects on a company:3.3.2.The brand names affects the consumers' loyaltyConsumers can recognize and avoid products with which they are dissatisfied,while become loyal to other,more satisfying brands. Consumers will associate the quality of the established brand name with the new product. They will be more likely to trust the new product. Consumers are rarely prepared to pay a premium for products or services that simply deliver core benefits? They are the expected elements of that justify a core price.Alternatively,the consumers may be looking for the brand to add meaning to his or her life in terms of lifestyle or personal image. There is plenty of evidence to prove that consumers will pay a substantial price premium for a good brand and remain loyal to that brand.The brand names creates the consumers' loyalty which is the positive attitude toward a specific brand that draws a customer to consistently purchase the brand when the customer needs a product in that product category. Brand preference is a strong degree of brand loyalty. Brand insistence is the stronger degree of brand loyalty.Loyal customers are those that repeatedly buy a product or service from the same company. Their repeat purchases drive down marketing costs, increasing profit because the company doesn‟t have to acquire the customer for every transaction. …Customer retention is critical since it has been shown that it is up to five times less expensive to sell to a loyal customer, as it is to create a new one.The consumers'loyalty points the degree that the satisfaction of consumer to brand combines the persistence to use that brand.The brand loyalty is to measure the consumer to change direction the possibility of compete the brand toward continuing to long for the degree the thing card, or.The brand loyalty reflected the customer to the generous character of the brand emotion, is the index sign of the consumer brand behaviour.Pass at grow on the market of brand loyalty can win the competitive advantage in market obviously. If the consumers become loyal to the brand names.,the companies can establish own reputationin" the match way" that hustle, outshine others from the competition.Win the public trust also, draw on the consumers that the generation connects the generation to purchase continuously.4.The effects of brand names on productsMuch brand is targeted at understanding the most significant and powerful attributes of a product.The marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name .A name used to identify a commercial product .Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.In this chapter, the writer will discuss the effects of the brand names in product marketing in products.4.1. The brand names are one of the figures of the productsBrands offer more than product identification and a means to distinguish their products from competitors.The new product will attract quicker customer awareness and willingness to trial or sample the product.For most companies, brands are not developed in isolation－they are part of a product group. All product have a series of core benefits－benefits that are delivered to all customers.Choosing the proper brand name-often the of an introductory marketing program-may enhance brand awareness or help to create a favor.Brand is a convenient label for describing any product of concerted marking effort.able brand image for a newly introduced product.is a distinctive sign or indicator of some kind which is used by an individual, business organization or other legal entity to identify uniquely the source of its products and/or services to consumers, and to distinguish its products or services from those of other entities. A trademark is a type of intellectual property, and typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements.It should be noted that brand names generally arise out of the use and/or registration(see below) of a name in connection only with a specific type or range of products or services. Although it may sometimes be possible to take legal action to prevent the use of a mark in relation to products or services outside this range (e.g. for passing off), this does not mean that trademark law prevents the use of that mark by the general public. A common word, phrase, or other sign can only be removed from the pblic domain to the extent that a trademark owner is able to maintain exclusive rights over that sign in relation to certain products or services, assuming there are no other trademark objections. For a case study in both concepts, see Apple Corps and its disputes with Apple, Inc.4.2 The brand names and the products are inseparableIn marketing, companies try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".It is often important therefore for research aimed at "un-covering" the salient attributes of the product according to the consumer, rather than the client, to be conducted also. In "brands", where attributes are often related to brand personality, image and brand identification related variables, these can often by uncovered by qualitative and depth interview techniques.A brand image, a concept introduced in 1955 by Burleigh B. Gardner and Sidney J. Levy, may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt todesigner clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".For example:In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Free star was discontinued without a replacement, and Ford announced record losses. In a surprise announcement, the discarded Taurus nameplate would be re-used on an improved Five Hundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus.The Cadillac Cimarron is frequently cited as an example of a product causing the erosion of brand equity. Although the intention was to create a car to compete in the growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinning severely undermined Cadillac's image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised troubles affecting engines installed in Cadillac's traditional full-size lines, in what is considered to be the least distinguished period in the marque's history.4.3The brand names suggest advertising recall on productsChoosing the proper brand name-often the centerpiece of an introductory marketing program-may enhance brand awareness or help to create a favorable brand image for a newly introduced product. One strategy is to choose a brand name that semantically。

外文翻译--顾客品牌忠诚度

外文原文Customer Brand LoyaltyAbstractWith the appearance of deceptive sales, poor customer care and crooked promotion, keeping loyal customers becomes even more difficult .Even though pursuing consumer reliability costs time and effort, it is really the most valuable asset of a successful company.Keywords: Customer care, Brand, Customer loyalty, Brand loyalty1.Back ground information of customer brand loyaltySince the world is a global marketing now, competition among diverse corporations has become more drastic. In order to seize hold of the advantaged position in the marketplace, a mass of marketing specialists work out multifarious strategies to insure their triumph for a long time. Among these advanced strategies, developing and maintaining customer brand loyalty is considered to be a preferable option by more and more entrepreneurs. Nevertheless, there are still lots of people who refuse to attempt to this technique. They assert that it is impossible to achieve the ideal target, especially in the developed marketing economy. One can clearly see that even though pursuing consumer reliability costs time and effort, it is really the most valuable asset of a successful company.1.1The definition of brand loyaltyBrand loyalty is defined as keeping preferable to a specific product or service (BNET Business Dictionary). To rephrase it, faithful purchasers trend to pay money for the same brand of merchandise, and speak highly of its values. What’ more, they believe that their choice is better than others.1.2The development of the conceptThe notion of purchaser trustworthiness came through a long time and changed a lot. In an article by Gonring (2008, p.29), customer brand was given the definition of product quality before the 1980s. During the late 1980s and near the beginning 1990s, its emphasis changed from quality to customers. Still, with the competitors coming into the market in the late 1990s, satisfying and caring much about the clients becamea much more significant object of many corporations. Since then, people have paid more and more attention on customer to make more profits.1.3Four types of loyaltyCustomer brand loyalty has many aspects. Rowley (2005, p.574) concludes that there are four types of loyalty: captive, convenience-seekers, contented and committed. Captive customers prefer repeatedly purchasing the same product, service and brand because of lack of opportunities to substitute for alternatives. Convenience-seekers may not respect the brand itself, but look on the convenience that can carry. Contented consumershowever, have a positive attitude to a brand, but they won’t attempt to some extr a consumption. The perfect one is the committed, who are active both in attitude and behavior.2.Consumer brand loyalty has a significant position in the marketing.2.1Regarded as an essential feature of brand valueIt is admittedly true that shopper allegiance for a brand in truth contributes much to marketing. According to the concept of brand loyalty, it is regarded as the essential feature of brand value. The American Marketing Association gives it the explanation as “the situation in which a consumer genera lly pays money for the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers withi n the category” or “the degree to which a consumer consistently purchases the same brand within a product class”(2006, qtd in Moisescu).The author draws attention to the fact that since other descriptive aspects of brand equity, such as considerable quality, associations and awareness, all have consanguineous relationship with purchase and appreciation, they can guarantee the level of brand loyalty. It follows that brand fidelity may add the satisfaction of other dimensions of brand value. For example, brand devotion always leads the payers to believe the perceived quality of the brand is better than others.2.2Cut down costsThis strategy may facilitate vendors expend less but attain utmost money in the marketing. The work of Reichheld (2000, qtd in Banasiewicz) reveals that sellers have to waste as much as four times money to attract new clients than to continue the loyal customer. On account of this, the author turned to a perfect statistic to prove this contention. He goes on to indicate that for an individual customer, you have to just spend 5 percent of wealth for keeping his loyalty; alternatively, you will receive 75% of profits that he will bring in. It can be comprehended as acquiring new purchasers expend more money to advertising, giveaway and industry discount.2.3Less sensitive to priceTypical loyal purchasers are less sensitive to price. Because of this, when a product mark up, they won’t lessen the quantity of they buy. It is the view of Reilly (2008) that loyal customers deem the assessment of the product. As a consequence, they strong believe their choices. In that case, they trend to center less on the price.2.4Bring in new potential faithful consumersThe potential benefit that the loyal customers are able to add is that they may bring in more new consumers. At the same time, these potential consumers are also possible to become the future loyal customers. A goodexample of this is that when one repeatedly buy the same brand cosmetic, and consider it convenient to use, he will recommend it to his classmates and girl friend. Hence, there is no wonder that people around always own the same brand of clothes as well as other commodity. In contrast, if people around me complain the poor quality of a brand to me frequently, I won’t think of owning it as well.2.5Benefit in global marketplaceMost of all, in the global economy, client brand dependability stands out as an important competitive weapon. Kust (2008, p.24) correctly argues that the world has switched into a global business in the last 10 decades; developing the brand loyalty globally is essential to enter the market. He goes on to indicate that in order to keep a trust relationship with their consumer, corporations should create a customer brand loyalty program among customers.3.Difficulties sometimes stop businessmen from working out the technology.3.1Purchasers refuse loyalty programsIt is a popular belief, however, that we may find certain difficulties to face with consumer loyalty. First of all, Consumers are less willing to participate to customer loyalty program for several reasons. The excellent consumer loyalty program concludes both rewards and recognition; nevertheless, notwithstanding, the target doesn’t make sense in the modern society. Thomas (2009, qtd in Silverstein) draws attention to the fact that with customers facing an array of choices, they will be particular about what they buy; as a consequence, we are paying more attention on the rewards of a product. It means that little rewards won’t satisfy us any more. In other words , it is the modern economy environment that makes it more difficult for the sellers to remunerate people.3.2Loyal programs is incompleteYet another primary reason for non-participation is that customers have more requirements on loyalty program .According to Silverstein (2009), more than 50% of audiences complain that most loyalty programs look the same, so they lose interest to belong to any program. Worse still, some people who once took part in any loyalty program even drop out because of these two reasons. At the same time, some people content that companies entrepreneurs shouldn’t rely ab solutely on customer fidelity. A good example of this is that current loyalty program exists some drawbacks which make its function incomplete (2003, Uncles, p.294). The author examines that most people trend to pay money for the product they require. In simpler terms, customers choose only one category of brands is an ideal condition.4.There are several infections of purchasers5 loyalty.While it is true that retaining loyalty meets a lot of trouble, there is something can be done to reduce the risks. It can be clearly be maintained that finding the complication of brand loyalty can aid us solve the problems. To begin with, they should have a deep anal ysis of the customers5 purchase inclination. For instance, what they would like to pay, how much they prefer to spent on the particular kind of good, and how often they go on shopping (Neuberger, 2008).4.1Brand reputationEnterprisers should pay more attention on the relationship of brand loyalty and brand reputation. Reference to Selnes (1996, p.19) reveals that, brand reputation is one of the most significant driver of brand loyalty, so it is efficient to pursue reputation for better consumer reliability. To put it briefly, having a good reputation means that customers are preferable for this product on attitude; hence, they will take action to buy this products. That is to say, brand reputation contributes to brand loyalty by increasing willingness and belief so that the attitude may change to behavior.4.2Brand imageBrand image play an important role in brand building, especially in customer dependability. As Reichheld (2001,qtd in Hsieh and Li, p.529) perceptively state that preferable brand image will lead consumers to conceive a perception of an organization’s public relationship practice, which matches the cor porate reputation better. With this in mind, customers are more likely to retain optimistic faith, attitude, and action. It must be therefore be acknowledged that customer loyalty grows fast through approving brand image.4.3Consumers5 satisfaction4.3.1Positive effect on a single productThe evidence seems to be strong that when we talk about loyalty, we can’t forget to mention customer satisfaction. Ha (2009, p.198) has expressed the view that satisfaction is a crucial factor of the customer performance and attitude. In the example, the researcher gets the data from different countries. Even though the culture is different, the result of the conclusion is the same.4.3.2Weaker influence on brand aloneIt is a popular belief, however, that some people content that the condition of the effect of satisfaction depends. A good example of this is that when checking product singly, satisfaction is more indispensable. Conversely, its function becomes weaker in case of applying brand alone (2008, Torres-Moraga, p.302).4.4Internal brandingInternal branding is also a valuable outcome of brand loyalty. Internal brandingaffects mostly the employee’s identification. Whafs more, empolyee’s identification makes an positive effect on customer loyalty. It must therefore be recognized that internal branding contributes to customer loyalty (2009, Punjaisri, p.206).5. Corporations can do some effort to build and improve loyaltyAccording to the author, in order to achieve this goal, managers should use the street teams, brand reps, and brand Ambassadors. And yet, street teams will work well, only by the audience fit the target.5.1Pay more attention on customer careCustomer care is considered a good point to building customer loyalty. As Webb (1999, p.72) has indicated that companies should think much about what the customers care. They can know much about the customers by asking a series of open-mind question. To be sure, the customer would like to talk deeply about their situation.5.2Keep honest to customersNot only that, but also keeping honest to customers may retain customers5 trust. As an illustration, online travel agency Orbitz Worldwide displays the actual price on the internet on the purpose of winning customers trust. On the contrary, numerous companies only show the basic rate on the internet. Actually, the price is a 15% higher (2009, Peterson). If we customers are treated fairly on the price, we would like to give out our trust.5.3Measurement of loyaltyMost of all, the measurement of the customer loyalty is another point that we need focus on. Turning to Terry,one finds that the good method to do measure is to separate 3 groups of the consumers according to the sore they receive. If they get the score 1-6, they are called detractors. The passives are those who have the score 7-8, and the promoters ‘achieve are 9-10. Next, divide the total people who take part in the test with the promoters, and then you will get a percentage, which represents the level of your customer loyalty. He goes on to indicate that most companies get 10%-20% loyal clients.出处 :Junjun Mao, International Journal of Business and Management [J]. Science and Education :July 2010. Vol. 5, No. 7出处：616 International Journal of Management Vol. 27 No. 3 Part 2 Dec 2010中文译文：顾客品牌忠诚度摘要：随着销售欺诈、顾客关注度降低、非法促销这些现象的出现，维持客户忠诚变得越来越困难。

客户忠诚度英语

客户忠诚度英语Customer loyalty refers to the likelihood of a customer continuing to do business with a company and making repeat purchases over time. It is a crucial factor in the success of a business, as loyal customers tend to spend more, provide valuable feedback, and refer new customers to the company.There are several ways to measure and improve customer loyalty. One common method is the Net Promoter Score (NPS), which measures the likelihood of customers to recommend a company to others. Other methods include customer satisfaction surveys, customer retention rates, and the number of repeat purchases.Building and maintaining customer loyalty requires a combination of excellent products or services, effective communication, and a positive customer experience. Companies must consistently deliver high-quality products and services to meet or exceed customer expectations. They should also communicate with customers regularly to understand their needs and address any concerns or issues promptly.In addition to product and service quality, the overall customer experience plays a significant role in building loyalty. This includes the ease of doing business with the company, the friendliness and helpfulness of the staff, and the company's reputation and brand image. Companies should strive to create a positive and memorable experience for their customers at every touchpoint.Moreover, loyalty programs and incentives can also be effective in encouraging repeat purchases and building customer loyalty. These programs can include rewards points, discounts, exclusive offers, or VIP treatment for loyal customers. By providing additional value to customers, companies can strengthen the bond with their customer base and encourage repeat business.In conclusion, customer loyalty is essential for thelong-term success of a business. By consistently delivering high-quality products and services, providing a positive customer experience, and implementing loyalty programs, companies can build and maintain a loyal customer base. Ultimately, loyal customers are more likely to make repeat purchases, provide valuable feedback, and refer newcustomers, contributing to the overall growth and successof the business.客户忠诚度是指顾客在一段时间内继续与公司做生意并重复购买的可能性。

时事热点专题05 网络购物直播 --冲刺2022年高考英语阅读理解专项训练(解析版)

时事热点冲刺2022年高考英语阅读理解专题05 网络购物直播Passage 1（2021·浙江丽水市·高一期末）The outbreak of the novel corona virus pneumonia (NCP) has disrupted the lives and work of nearly every Chinese person. However, a new trend has been on the rise: many have turned themselves into livestreaming users or followers.According to Questmobile, a professional big data intelligence services provider in China, the audience for Douyin, Kuaishou and other livestreaming platforms surged to 574 million during the Spring Festival holiday, up 35 percent from 2019.Confined at home, away from their friends and loved ones, people turn to livestreaming to reach out to the world. For them livestreaming can help them share their lives and interest with a global audience, which will give them the sense of being “in the moment”. Even as viewers, they can also engage immediately with livestreamers by commenting and making suggestions.“When I comment on the livestreaming videos, I’m not simply an audience member, but also an active part of the progra m. That gives me a sense of engagement,” an Internet user named Wang Hao told People’s Daily.Livestreaming is not only for fun, but also a new tool for many businesses. Affected by the pandemic, many businesses had to stop their sales in physical stores. To meet their business goals and survive during these trying times, many chose to livestream to revive their businesses.Joyoung, a leading maker of small kitchen appliances, is a good example. The company not only added a number of broadcasts each day to advertise their products, but also shared the menus that were beneficial to health. “The responses to our livestreaming shows have been well beyond expectations,” Kang Li, who oversees the company’s livestreaming unit, told China daily. “It’s a natural opportunity to truly bond with our followers.”Like it or not, livestreaming is likely to go mainstream in China for both entertainment and business. 1．What is the purpose of writing the second paragraph?A．To introduce some popular livestreaming platforms in China.B．To report data on the development of livestreaming in 2019.C．To show that Chinese people spend too much time on livestreaming apps.D．To prove that livestreaming are becoming increasingly popular in China.2．What does Wang Hao think of commenting on livestreaming?A．It is boring to make comments.B．It is the only way to share viewers’ lives.C．It makes people feel involved in the stream.D．It helps livestreamers improve themselves.3．What do paragraphs 5&6 mainly talk about?A．Livestreaming replaced physical stores in many areas.B．Many businesses turned to livestreaming platform for marketing.C．Livestreaming platforms faced challenges during the pandemic.D．Livestreaming platforms made changes to their services.4．How does the author feel about the future of livestreaming？A．Positive. B．Uncertain.C．Disappointed. D．Confused.【答案】1．D 2．C 3．B 4．A【分析】这是一篇说明文。

左岸咖啡,创建品牌的神话

Brand Concept 品牌概念
– 10 Downing Street Coffee from the kitchen of the British prime minister‟s residence, a place where coffee is prepared for VIP visitors every day.
• what makes the consumer value the product 什么令消费者高度评价该产品
• If we can understand the “connection” between these three attributes, then we can turn a product into a brand 如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。
所有策略思考都集中在一个主要目的：如何让消费者接受25元一杯的高价？
• We asked ourselves a series of questions to help us ensure we could create a high-class brand.
我们自问一连串相关问题，以确保能创造出一个高级的品牌。
统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。
Background 背景
The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks.

外企品牌是如何培养客户忠诚度的(英文)

Thrilled. We’re seeing incredible results
Mortified
Are Travelers Loyal to Hotels AnymoYALTY?
When we think of loyalty, we generally think of faithfulness to someone or something. “Loyalty connotes sentiment and the feeling of devotion that one holds for one’s country, creed, family, friends, etc.,” according to .
08
The Pros and Cons of a Loyalty Program
13
How to Earn Loyalty With or Without a Membership Program 19
Analyzing Guest Feedback to Understand Loyalty
23
ARE TRAVELERS LOYAL TO HOTELS ANYMORE?
Whether you’re considering launching a loyalty program, revamping an existing program, or looking for ways to build loyalty without a formal program, this guide will help you set your priorities, develop a strategy and optimize results.

just what is brand课文

just what is brand课文Just What is Brand?When we talk about brands, what comes to mind? Many people may think of popular logos, catchy slogans, or famous ad campaigns. However, a brand is much more than just these external elements. It represents the overall perception and image that a company or product conveys to its customers. In this article, we will explore the concept of a brand and its significance in the business world.1. The Definition of a BrandStarting with the basics, it is crucial to understand what exactly a brand is. A brand is a set of associations and attributes that distinguish one product, service, or company from another. It encompasses not only the visual aspects, such as logos and designs but also the overall reputation, customer experiences, and emotional connections that people form with the brand.2. The Role of a BrandA strong brand plays a vital role in the success of a business. It provides numerous advantages, including:2.1 DifferentiationIn a highly competitive marketplace, standing out from the crowd is essential. A well-defined brand helps a company differentiate itself from its competitors by highlighting its unique values, attributes, and offerings. This differentiation creates a competitive edge and enables customers to make informed choices based on their preferences and needs.2.2 Trust and CredibilityA reputable brand builds trust and credibility with its target audience. When customers recognize and trust a brand, they are more likely to choose its products or services over those of lesser-known or unfamiliar companies. Trust is built through consistent quality, reliability, and positive customer experiences that the brand delivers.2.3 Customer LoyaltyA strong brand cultivates customer loyalty and advocacy. When customers have a positive experience with a brand and develop an emotional connection, they become loyal supporters. These loyal customers not only repurchase but also recommend the brand to others, acting as brand ambassadors and contributing to its growth and success.3. Brand ElementsTo create and maintain a strong brand, several key elements should be considered:3.1 Brand IdentityBrand identity encompasses the visual elements that represent a brand, such as the logo, color palette, typography, and overall design. These elements should be consistent across all brand-related materials and communications to create a cohesive and recognizable image.3.2 Brand PersonalityJust like individuals, brands can have distinct personalities. The brand personality represents the human characteristics and traits associated withthe brand. This helps to establish an emotional connection with customers and shape their perceptions and interactions with the brand.3.3 Brand MessagingEffective brand messaging is essential to communicate the brand's values, positioning, and offerings to the target audience. It should be clear, concise, and consistent, resonating with the target market and guiding all communication efforts.4. Brand Building ProcessBuilding a successful brand requires a strategic and systematic approach:4.1 Research and AnalysisThorough research and analysis are crucial to understanding the target market, competitors, and industry trends. This information helps identify opportunities and challenges and informs the brand positioning and messaging strategy.4.2 Brand Strategy DevelopmentBased on the research findings, a brand strategy is developed, outlining the brand's core values, target audience, positioning, and key messages. This strategy serves as a guide for all brand-related activities and decisions.4.3 Brand ImplementationWith the brand strategy in place, it is time to bring it to life. This involves designing the brand identity, creating marketing materials, and executing promotional activities that align with the brand's goals and values.4.4 Brand Evaluation and AdaptationA brand is not static; it evolves along with the changing market dynamics and customer preferences. Regular evaluation and adaptation are necessary to ensure that the brand remains relevant and resonates with its target audience over time.5. The Power of BrandingEffective branding has the power to influence consumer behavior, create lasting impressions, and drive business success. It enables companies to connect with their customers on a deeper level and build meaningful relationships. By investing in strong branding efforts, businesses can position themselves for long-term growth, loyalty, and recognition.ConclusionIn conclusion, a brand is much more than just a logo or a slogan. It represents the overall image, reputation, and perception that a company, product, or service conveys to its customers. A strong brand is a strategic asset that differentiates a business from its competitors, builds trust and loyalty, and drives growth and success. By understanding the importance of branding and employing effective brand-building strategies, businesses can establish a powerful presence in the market and connect with their target audience effortlessly.。

广告的作用英语作文

Advertising plays a pivotal role in modern society,shaping consumer behavior, promoting businesses,and influencing social values.Here are some key points that highlight the function of advertising in our daily lives:rming Consumers:One of the primary functions of advertising is to inform potential customers about the availability of products or services.It provides details about the features,benefits,and pricing,helping consumers make informed decisions.2.Creating Awareness:Advertising helps in creating awareness about new products, services,or even social issues.It can bring attention to causes that might otherwise go unnoticed.3.Influencing Perceptions:Advertisements often aim to shape the publics perception of a brand.They can create a positive image and establish a brand identity that resonates with consumers.4.Encouraging Purchases:Through persuasive messages and attractive visuals, advertisements can stimulate consumer desire and encourage them to make purchases, thereby increasing sales for businesses.petitive Edge:In a competitive market,advertising can give a company an edge over its competitors.It can differentiate a product or service,making it stand out in the minds of consumers.6.Building Brand Loyalty:Consistent and effective advertising can foster brand loyalty. When consumers associate positive experiences with a brand,they are more likely to become repeat customers.7.Cultural Impact:Advertising can reflect and influence cultural values and norms.It often incorporates or creates trends that become part of the cultural landscape.8.Economic Growth:By promoting products and services,advertising contributes to economic growth.It can stimulate demand,which in turn can lead to increased production and job creation.9.Technological Advancement:The advertising industry is often at the forefront of adopting new technologies.This can lead to innovations in marketing strategies and the development of new advertising platforms.10.Regulation and Ethics:Advertising also serves as a platform for discussions onregulation and ethical practices.It raises questions about truthfulness in advertising, privacy concerns,and the impact of advertising on vulnerable groups such as children.In conclusion,advertising is a multifaceted tool that serves various purposes beyond just selling products.It is an integral part of the economy,culture,and society,shaping our world in numerous ways.。

HowToCreateProductsCustomersLove_MartyCagan

| 4
Product Manager Role 产品经理角色
Spends Time… 主要精力花费 • Old: Requirements Documents 以前：需求文档 • New: Product Discovery 现在：产品发现
| 5
| 2
What Makes A Strong Product Culture?
是什么造就了伟大的产品文化呢？

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3
Lessons From Leaders
“Our Job is to Invent on Behalf of the User”
工作就是为用户创造价值
6. Ensure True Collaboration
确保坦诚合作
Product Discovery Team: Product Manager Lead Designer Lead Developer
| 15
Lessons From Leaders
“One accurate measurement is worth more than a thousand expert opinions”
Funds Based On… 如何获取资金 • Old: Business Case 以前：商业案例 • New: Customer Discovery • 现在：客户发现
| 7
Product Manager Role产品经理角色
Reads… 阅读 • Old: Harvard Business Review 以前：哈佛商业评论 • New: TechCrunch 现在：TechCruch
如果你继续改进一个已满足需求的产品，你终将毁掉它。
David Pogue

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International Journal of Business and Social Science Vol. 2 No. 14 What Makes Customers Brand Loyal: A Study on Telecommunication Sector ofPakistanNoor-Ul-Ain NawazHailey College of CommerceUniversity of the Punjab, Lahore, PakistanE-mail: noorulain_410@Ahmad Usman (Corresponding Author)Hailey College of CommerceUniversity of the Punjab, Lahore, PakistanE-mail: man@AbstractRecent studies focused on loyalty concept in services sector. Brand loyalty is receiving great deal of attentionin telecommunication sector. So there is a need of introducing comprehensive brand loyalty model. This studyattempts to provide a broad view of brand loyalty by proposing a model and testing its potential antecedents.The antecedents included in the research are service quality, satisfaction, trust and commitment.A pilot andmain study was conducted to test the hypotheses. A sample of 475 customers of cellular network providerswas selected. The results depict that in mobile phone network market, service quality is considered as most important factor of brand loyalty. An indirect positive relationship of service quality and satisfaction to brandloyalty has also been affirmed. As customer retention is critical for strategists in dynamic world of telecommunication sector. So it is important for operators to devise well-structured customer loyalty programs for protecting the customers’ base line.Key Words:Brand loyalty, services sector, service quality, satisfaction, trust, commitment, telecommunications.IntroductionOver the past four decades brand loyalty has been recognized as a focal point of marketing literatures and for practitioners. It is considered as a contributor to build and maintain brand equity (Aaker, 1991). Some sophisticated analyses suggest that brand loyalty reduces further marketing efforts and cost. Statistics showthat it costs 6 times less (for customer retention) than attracting and/or acquiring new customers (Rosenberg & czepiel, 1984). These types of findings enhance the value of brand loyalty. Loyal customers are less engagedin decision making, for example, whether to buy a product or service among alternates or not? (Rundle-Theile& Bennet, 2001) or they are willing to pay more for a particular brand? (Reichheld, 1996 & Bennet, 2001) etc.The concept of brand loyalty is comparatively more important for services sector, especially for those whoprovide services with little differentiations and compete in dynamic environment i.e. telecommunicationsector (Santouridis & Trivellas, 2010). So the stiffer competition needs to meet the expectations of customersby providing remarkable services. Ultimately, the firms are devising strategies to enhance brand loyalty.Brand loyalty received a great deal of interest and attention in telecommunication sector. Many foreign studiescarried out for this sector. For example, France (Lee, Lee & feick, 2001), South Africa (Van der wal, Pampallis & Bond, 2002), Turkey (Aydin & Ozer, 2005), USA (Lim, Widdows & Park, 2006), South Korea(Shin & Kim, 2007) and Greece (Santouridis & Trivellas, 2010).The study presents the key antecedents of brand loyalty in telecommunication sector. The main objective ofthe research is to develop and test a model of the potential antecedents of brand loyalty in this service sector.The proposed model stems from previous literatures and researches. The model includes service quality, satisfaction, trust and commitment. These eventually lead to brand loyalty. Service quality is marked as highly significant concept of services managemen t and services marketing. Researchers has proven that “perceptionof service quality had a direct relationship with customer retention” (clottey, collier & stodrick, 2008). Satisfaction is a core object of marketing strategies for more than five decades (Carroll & Ahuvia, 2006). Satisfaction determines the future purchases pattern and it enhances craving for the product or service (Bennett & Rundle-Theile, 2002). A growing body of researchers link up trust and commitment to brandloyalty. Trust develops positive attitude towards the brand and commitment leads to loyalty towards thatbrand (Delgado-Bullester & Munura-Aleman, 2001). Scope of this research is limited to cellular networks of Pakistan. Five operaters are competing in pakistan (Mobilink, Telenor, Ufone, Warid and Zong).213The Special Issue on Arts and Social Science © Centre for Promoting Ideas, USA Foriegn research organizations consider this segment of telecommunication market lucrative and pakistan is recognized as a dreamland in this regard. Cellular network subscriber base has marked upto 102.77million in pakistan (PTA, 2010). This figure is increasing day by day.LITERATURE REVIEWBrand loyalty“Brand loyalty as a concept has its origins in the 1920s” (Bennett 2001, p.3).The most commonly used definition of brand loyalty is “The biased (non-random) behavioral response (purchase) expressed over timeby some decision-making unit with respect to one or more alternative brands out of a set of brands and is a function of psychological processes” (Jacoby 1971, p.25). Fournier and Yao (1997) described the centre of companies‟ marketing strategies is the development and maintenance of consumer brand loyalty. The phenomenon is especially seen in markets with tough competition, highly unpredictable and low product differentiation. Carroll and Ahuvia (2006) suggested that Brand love, in turn, is associated to higher levels ofbrand loyalty and positive word-of-mouth.Importance of brand loyaltyBrand loyalty is of paramount importance for marketers and consumer researchers (Aaker, 1991; Reichheld, 1996).In services context, many scholars focused on importance and significance of brand loyalty (Asuncianet al., 2004; Bloamer et al., 1999; Caruana, 2002). The organization that have pool of brand loyalists have greater market share and higher rates of return on investments, in turn. Many other researchers favored this (Buzzell et al., 1975; Raj, 1985; Jensen and Hansen, 2006). Such results persuade marketing officials to generate and up-hold brand loyalists. To attain such targets, information about variables which causes brandloyalty becomes a core issue.Anderson et al. (2004) argued a loyal and contented customer base helps to increase the organizations‟ relative bargaining power regarding suppliers, partners and channels. So, customer loyalty should affect shareholdervalue in a positive manner by reducing instability and associated risk with expected future cash flows. Dickand Basu (1994) hold a view that customer loyalty creates positive WOM communication (word of mouth)and competitive strategies are resisted by loyal customers. Such findings appeal to strategists and marketers tobuild and hold strong customer loyalty. Oliver (1999) agreed with Dick and Basu that customer loyalty is engaged in affirmative word of mouth communication. Kotler and Keller (2005) said that “based on a 20-80 principle, the top 20% of the customers may create 80% of profit for a company”. Thus a favorable connection between a company and its customers is lucrative for the business.ServicesLoyalty literature has revealed that for consumable, durable and services, markets have different approachesso loyalty is measured differently. Literature also revealed that goods and services market are different interms of what and how we measure brand loyalty. Javalgi and Moberg (1997) stated if consumer has a good relation with service provider, there are more chances of consumer being loyal to the brand. Lovelock et al. (1998) said services are becoming increasingly important to the Australian economy as it represents 70% ofGNP and 77% of total employment in Australia. “In the next decade 90% of all new jobs in Australia and Newzealand are expected to be in the services sector” (Lovelock et al. 1998, P6).Moreover, amongst the services, the cellular network providers sector is significant one because of its high penetration. So this sector has become an essential because of its widespread use now a day. Thus, marketers considered it as attractive avenue in which firms try to behave responsibly towards the service users.Antecedents of brand loyaltySome drivers of brand loyalty are perceived risk, inertia, habit, involvement, satisfaction, and relationship between product or service providers (Rundle-Theile and Bennet, 2001). A series of very positive encounterswill increase customer satisfaction, trust, relationship commitment and continuity (Hellier et al., 2003; Morgan and Hunt, 1994; Selnes, 1998). Aydin and Ozer (2005) stated some antecedents of customer loyalty. Corporate image, perceived service quality, trust and customer switching costs are the influential factors ofbrand loyalty. Moreover the results described that trust is one of the most important antecedents of brand loyalty. Although perceived service quality and perceived switching cost appeared to have the same level of influence on brand loyalty.Service QualityParasuraman et al. (1988) defined service quality as “the overall evaluation of a specific service firm that results from compar ing that firm‟s performance with the customers‟ general expectations of how firms in that industry should perform”.214International Journal of Business and Social Science Vol. 2 No. 14 Jamal and Anastasiadou (2007) held the viewpoint through literature that a small area of research examinedthe affect of certain facets of service quality on satisfaction and loyalty. They also argued that customer satisfaction is positively related to brand loyalty.Cody and Hope (1999) commented that examining theservice quality construct is more difficult task because of its characteristics as compared to examining productquality construct. Furthermore this examination could be attached to the service providing practice alongsideits consequences.Consumer satisfactionIn most literature related to behavioral intentions, overall satisfaction was integrated as a dominant factor of purchase intentions with reference to brand loyalty (Spreng et al., 1996). In the viewpoint of Bloamer andKasper (1995), customer loyalty is one of the considerable paths with which customer satisfaction aboutproduct or services received is expressed. For this reason brand loyalty is at heart of strategic marketing.Soloman (1994) explored that purchase decisions of loyal costumer may become a habit in nature, even quitesimple and provide satisfaction with current brand(s) as a result. Many scholars concluded that satisfaction isone of the important determinants of customers‟ loyalty (Jamal and Anastasiadou, 2007; Bearden and Teel,1983; Dick and Basu, 1994). Bontis et al. (2007) conducted the research and found that customer satisfaction improves reputation in the services markets. Reputation partially intervene the relationship between satisfaction and loyalty and the relationship between satisfaction and recommendation. Tovikkai and Jirawattananukool (2001) pointed out that realizing the fact that retaining existing consumers are easier thanfinding new consumers. Consumers who have high purchase frequency are most likely considered as satisfiedwith the products.CommitmentKelley et al. (1990) stated that "the organizational commitment of service customers is indicative of the organization's likelihood of developing or maintaining customer identification with organizational goals andvalues and retaining the service customer as an active participant the service encounter” (p. 322).Tax et al. (1998) focused on complaint handling in service sector and commitment. Many firms hold a viewthat well handling of customer complaints and grievances provide a source of brand commitment and brandloyalty. Effective complaint handling dramatically increases the customer retention rate and improves servicequality as well.TrustMorgan and Hunt (1994) described that “Trust is an important factor in the development of marketing relationships and exists when one party has confidence in an exchange partner's reliability and integrity"(p.23). Ballester and Aleman (2001) described that trust and satisfaction are conceptually connected. As variables that generate consumer commitment especially in the situation of high involvement. Anderson andNarus (1990) argued that trust arise when someone hold a belief that the second person‟s actions would cause affirmative effects for his/herself. Accordingly, in order to trust a brand, consumers should perceive quality as favorable object.Telecommunication sectorLin (2010), argued, in competitive and highly segmented markets, it is getting more and more challenging tokeep bald customers and attracting new ones. Now brand loyalty creation has been propounded as the universal remedy for all organizations as well as to cope with day by day increased competition in the marketplace. This could be generalized to telecommunication sector. Gerpott et al. (2001) remarked, “in telecommunication services, it is frequently pointed out that once customers have been acquired and connected to the telecommunication network of a particular operator, their long-term relations with the focaloperator are of greater importance to the success of the company in competitive markets than they are in otherindustry sectors” (p. 249). This is one of the justifications of selection of the telecommunication sector inbroad spectrum and the cellular network provider market in particular. Negi (2009) described mobile serviceindustry in that manner; the amazing diffusion of mobile services has surpassed the expectations from experts.It has become a leading sector providing commoditized services from a trivial industry. Mobile market hasreached to maturity in most developed countries.However, service quality is reported as assurance, availability, flexibility, reliability, security, and simplicity.Aydin et al. (2005) researched the GSM mobile telephony sector, according to them; the foremost precondition of brand loyalty creation among customers is to guard the clients‟ base who have subscri bed tothe services. This is also an essential requisite for the brand‟s existence in far future. In order to achieve thisgoal, customer satisfaction and trust must be considered.Llias and Trivellas (2010) investigated criticalfactors that lead to customer loyalty in the mobile telephony sector in Greece. It is of great significance formobile operators in a mature market; to understand what the drivers of customer loyalty are.215The Special Issue on Arts and Social Science © Centre for Promoting Ideas, USA These variables included service quality and customer satisfaction. These eventually have a considerable positive effect on customer loyalty. Customer satisfaction has an intrusive effect on the service quality construct. Moreover, their correlation has been affirmed. Such results suggested that cellular network providers should have awareness that what drives customer satisfaction and brand loyalty to fabricate valuable company‟s policy for customer retention.Hypotheses DevelopmentAydin and Ozer (2005) concluded that service quality is an important antecedent of brand loyalty. Furthermore, Ward and Mullee (1997) reported service quality is one of the major concerns to customers of telecommunications services. These findings help to draw the hypothesis.H1= Improved service quality creates brand loyalty.Many researchers stated the fact in a way that in what so manner brand loyalty is describe, service providers should boost up customer satisfaction by lifting up offered service quality (Anderson and Sullivan, 1993;Brady and Robertson, 2001; Fornell et al., 1996).H2 = Service quality is positively associated with satisfaction.Bennet (2001) stated that satisfaction is an emotional comeback in the context of good or service consumed.Hence satisfaction performs a significant role to determine brand loyalty in service sector.Lee et al., (2001) advocated that a high level of satisfaction and increased customer loyalty are highly correlated.H3 = Satisfaction is positively associated with brand loyalty.The results showed that customer satisfaction has a linear positive impact on trust and commitment.H6 = Commitment to a preferred brand develops loyalty for that brand.Matzler et al. (2008) suggested, in academics and professionals‟ knowledge, building and development ofbrand trust are an important issue to enhance customer loyalty.In order to gain brand loyalty firms should guarantee customers‟ trust in the operating organization (Fournier, 1998; Morgan and Hunt, 1994).H7 = There is a connection between trust and brand loyalty.216International Journal of Business and Social Science Vol. 2 No. 14 217MethodologyTelecommunication sector of Pakistan was selected for the research. The study was restricted to cellular network provider networks. Five mobile network companies, Mobilink, Telenor, Ufone, Warid Telecom and Zong are operating in Pakistan. All were selected for the study.A sample of 475 customers of the companies was selected. The study sample includes the respondents from two universities of Lahore, university of the Punjab and university of management and technology.The sample was chosen by probability sampling. …Simple random sampling technique‟ was used to select sample. This technique was selected because all types of cellular network subscribers are available in most areas of Pakistan. Questionnaire was used to collect data. Through literature review, it was found that this instrument commonly used for related studies for example (Aydin et al., 2005; Bennet, 2002; Lim et al., 2006). Questionnaire was developed through adopting questions from various researches and revised to create link to this specific study. It included 31 questions about brand loyalty, service quality, satisfaction, commitment and trust. 5-point Likert scale (a form of ordinal scale) has been used to get the answers. The objects used for likert scale were, strongly disagree, disagree, neutral, agree, strongly disagree (1 for strongly disagree and 5 for strongly agree).Self administered questionnaires were distributed to the respondents.475 questionnaires were distributed to the respondents. Out of which 400 were completed in all respects. 35 were not returned and 13 respondents refused to take part in survey. 27 were not completed in some aspects.ResultsThe main objective of pilot study was to check the reliability of the instrument used for research purpose. To check the internal consistency of instrument, cronbach,s Alfa (reliability test) is used normally and result statistics above .7 are considered good (Bennet, 2001).reliability statistics are overall (.94), brand loyalty (.76), service quality (.83), satisfaction (.88), commitment (.80) and trust (.86).Table-1 exhibits the correlation coefficients among variables included in research. Correlation coefficients ranged from 0.46 to 0.64. All are significant at level 0.01. Correlation coefficient that lies between the limit 0 < r 0.5 has weak positive position and 0.5< r < 0.8 demonstrates fair positive correlation.Table-1CorrelationsBrand loyalty Service qualitySatisfaction Commitment trustBrand loyalty 1Service Quality .595 1Satisfaction .572 .608 1Commitment .473 .570 .641 1trust .461 .586 .595.624 1 All pearson Correlations are significant at the 0.01 level (2-tailed).H1= Improved service quality creates brand loyalty.Correlation between service quality and brand loyalty is .595. Positive correlation shows that there is positive linear relation between two variables. Moreover t-values are positive (see table-3) which confirm that respondents who are satisfied with the service quality are brand loyal round about at same level.H2 = Service quality is positively associated with satisfaction.Correlation figure of service quality and satisfaction is .608 which shows a strong positive relation between the two variables. t-values are positive and significant at level p<0.01. So, the relation is accepted.H3 = Satisfaction is positively associated with brand loyalty.Correlation statistics of satisfaction and brand loyalty are .572. Fair positive correlation affirms the above mentioned relation. t-values are positive and significant at p<0.01 The results are in line with third hypothesis that respondents who tend towards satisfaction are brand loyal.H4 = satisfaction with the services creates commitment for the brand(s).Satisfaction and commitment correlation is .641 that is a strong correlation. According to recorded responses, this correlation is highest among all relations proposed in the framework. t-values are significantly positive (p< 0.01).The Special Issue on Arts and Social Science © Centre for Promoting Ideas, USA 218Table-2Path R R 2 β F P(sign)Service Quality Brand loyalty .595 .353 .595 217.608 .000* Service Quality Satisfaction .608 .370 .608 233.939 .000* Satisfaction Brand loyalty.572 .327 .572 193.739 .000* Satisfaction Commitment.641 .411 .641 277.33 .000* Satisfaction Trust.595 .354 .595 217.719 .000* Commitment Brand loyalty.473 .224 .473 114.568 .000* Trust Brand loyalty.461 .212 .461 107.189 .000**Significance level is 0.01H5 = satisfaction and trust are conceptually connected.Correlation result of satisfaction and trust is .595 that depicts fair positive correlation. t-values are positive and significant at p<0.01. These figures affirm the relation. In addition to this results demonstrate that the relationship is significant positive for the selected study sector.H6 = commitment to a preferred brand develops loyalty for that brand.Commitment and brand loyalty‟s correlation level is .473 and t -values are positive and significant (p<0.01). The results depict a weak positive relationship. Commitment has low influence on brand loyalty.H7 = there is a connection between trust and brand loyalty.Correlation statistics of trust and brand loyalty are .461 with weak positive relation. t-values are positive and significant at 0.01 level.Among all four main constructs of brand loyalty, service quality has the highest influence on brand loyalty. Moreover strongest relation exists between satisfaction and commitment .All others are significant and show acceptable values.Table-3Mean Standard Deviation t-Values P(sign)Brand loyalty3.4453.58625 117.53 .000 Service Quality 3.4791.64785 107.403 .000 Satisfaction 3.5395.78790 89.846 .000 Commitment 3.3680.76475 88.081 .000 Trust3.4925 .76708 91.059 .000International Journal of Business and Social Science Vol. 2 No. 14 Discussion and ConclusionsThis research intended to investigate the factors that influence brand loyalty in telecommunication sector. The objective of the study was to provide a comprehensive conceptual model of brand loyalty and its antecedentsfor this service sector and for those who share common characteristics. Examination of related literatureprovided the base to construct and test the hypothesized model (see figure 1).The main antecedents selectedfor the model include service quality, satisfaction, commitment and trust. Their interrelations and relations tobrand loyalty provide in-depth of the understudy topic.The key findings of the study include the acceptance of proposed model and hypotheses. First outcome of theresults is the improved service quality of the services provided and concerned services create brand loyalty. Generally in services sector and specifically in telecommunication sector, service quality means a lot. Santouridis and Trivellas (2010) conducted a study on Greece cellular networks that affirms the direct significant relation between service quality and customer loyalty. Thus it grants support for H1.Service qualityis positively associated with satisfaction. Many studies verify the relationship that level of customer satisfaction is dependent on perceived quality. Moreover Satisfaction has an intervening effect on servicequality and brand loyalty (Aydin & ozer, 2005; Santouridis & Trivellas, 2010).These studies provide supportto first two hypotheses.Satisfaction is positively associated with brand loyalty. Results show significant positive relation. Despite this, satisfaction has also an indirect relationship with brand loyalty. It has been confirmed that customer satisfaction is one of the major antecedents of brand loyalty for telecommunication sector (Aydin& Ozer,2005; Aydin et al., 2005). Next two hypotheses are: 4. Satisfaction with the services creates commitment forthe brand(s) 5. Satisfaction and trust are conceptually connected. The results signal strong positive significant relationships validated through another study results of Delgado-Ballester and Munuera-Aleman (2001). Thestudy revealed different results that Satisfaction-commitment relationship is stronger than satisfaction-trust relationship. Bennet (2001) indicated that this comparison is reversal and satisfaction-commitment relation isnot so strong and insignificant. This difference is due to areas under study (Her area of study was business to business sector). Anyhow she stated that increase in satisfaction level enhances the commitment and trust of customers.Commitment to a preferred brand develops loyalty for that brand. This hypothesis has acceptable values.Though this relation is not much strong but meets the significance level. Lee et al., (2001) provided the evidence that increased commitment level enhances customer loyalty. There is a connection between trust andbrand loyalty. The results show that trust and brand loyalty are conceptually connected and have positive significant relationship. The hypothesis has been supported by a study conducted on Turkish mobile network(Aydin & Ozer, 2005).To sum up the discussion, it could be concluded that Service quality, satisfaction, commitment and trust aremajor antecedents of brand loyalty for telecommunication sector and for other similar markets. Service qualityis most important factor that directly influence brand loyalty. Furthermore, service quality and satisfactionalso have indirect positive influence on customer loyalty.LimitationsThe study has some limitations. The research is a single product study. Any other area could be added for comparison. Sample selection is not appropriate. In Pakistan subscriber base of cellular network connection is102.77million but the sample included only 400 customers. There could be respondents‟ bias as reversal itemswere not included .This problem is minimized because items of the some variables were repetitive (includedin another variable).Missing data was excluded from the sample that caused reduction in sample size. Other antecedents should be taken into consideration for in-depth insight of the under study construct.Managerial Implications and further research insightsThe study contributes to the existing theoretical and practical knowledge generally and relationship marketing knowledge specially. A comprehensive model for brand loyalty in telecommunication services sector has been introduced and tested. As considering the emerging interest in this sector, Managers and marketers need todevice customer loyalty and customer retention strategies. For this, there should be a comprehensive knowhow about the construct. To enhance brand loyalty, well designed service quality programs should be introduced. Service quality is the major factor that should be paramount important for network providers/operators. To compete in the dynamic environment, network provider firms should guaranteeservice quality and satisfaction to enhance trust, commitment for the connection and brand loyalty, in turn.219。