心理学Dissertation案例：Brand Loyalty

小结

本篇dissertation通过使用调查问卷 （样本数量137），调查和研究了影响品牌忠诚度的影响因子，并且讨论了早期曝光与品牌忠诚度的关系。

本研究发现，品牌信任度与品牌忠诚度、品牌影响力与品牌忠诚度均存在显着正相关关系，且品牌信任度具有正向地强关系的影响，并且也是强预测指标。

An Investigation into the Relationship between Early Exposure and Brand Loyalty

(Title)

Abstract

The importance of understanding the factors that contribute to brand loyalty has risen notably in recent years. This is partly attributed to a marked decrease in brand loyalty observed in Western societies, and therefore consideration of the factors that could improve this reduction is fundamental. Accordingly, the relationship between age of exposure and brand loyalty is explored to investigate if early exposure to brands has an influence over individuals’ current brand loyalties. Assessing if early exposure is a factor that brands should consider when endeavouring to obtain brand loyalty from their consumers. In line with previous research (Chaudhuri & Holbrook, 2001) the relationships between brand trust and brand loyalty, and brand affect and brand loyalty are explored. In addition, the age and nature of participants’ earliest autobiographical memories are investigated. The study was conducted through an online questionnaire (n=137) using questions adapted from previous studies (Morrison & Conway, 2010, Chaudhuri & Holbrook, 2001). Results showed a significant negative correlation between age of exposure and brand loyalty for one of the food products. Significant positive relationships were found between brand trust and brand loyalty, and brand affect and brand loyalty for all 7 products; brand trust was found to be the strongest predictor of brand loyalty in all cases. Analysis of participants’ earliest food and brand memories indicated earliest memories with food were prior to earliest brand memories. Gender had no significant effect on the age at which participants recalled their earliest memories. In line with previous research (Lupton, 1994), participants’ earliest memories of food tended to be related to familial relationships and environments. Finally, the implications of ensuring brand loyalty through early exposure are considered.

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1.JKEssay-Dissertation Sample-An investigation into the relationship between early exposure and brand loyalty.pdf