英语论文网

a product or service with a certain brand, finding it to be out of stock, will walk out of the store to buy it elsewhere (Kotler 2003).
 
Few customers are as brand-loyalty as most sellers hope their customers will be. Aaker (1991) distinguished five levels of customer attitude toward his or her brand, from lowest to highest: First, Customer will change brands, especially for price reasons. No customer loyalty. Second, Customer is satisfied. No reason to change the brand. Third, Customer is satisfied and would incur costs by changing brand. Forth, Customer values the brand and sees it as a friend. At last, Customer is devoted to the brand.
 
Brand equity is highly related to how many customers are in classes 3, 4, or 5. It is also related, according to Aaker (1991), to the degree of brand-name recognition, perceived rand quality, strong mental and emotional associations, and other assets such as patents, trademarks, and channel relationships.

Question two: What are the benefits from brand image and customer loyalty in car industry?
 问题2：汽车行业能从品牌形象和客户忠诚度中获得什么好处？

3.1 Benefit of brand image
3.1.1 Content of brand image
 
The content of brand image includes product image, environmental image, performance image, social image and staff image (Aaker & Keller 1990).
 
Product image, a representative of the brand image, is the material basis of brand image and the most visible image of the brand. Brand image is reflected mainly by product image (Sharon & Houston 2006). Product image includes quality, performance, style, price, variety, size, color, grade, packaging design and service of the products as well as innovation capability and so on. The product image has a direct impact on brand image. A good product can make the consumers purchase one after another while a bad one can make nothing but disgusting. The brand can create a good product image only through providing the society products with high quality, good performance and beautiful styling and best services, in order to get recognized by the society and be in an invincible position in the competition.
 
Environmental image refers to the brand's production environment, sales environment, office environment and other ancillary facilities. The clean and green levels of brand factory environment, the size and decoration of production and operation places, technical standards of production and operation equipment are all reflect the economic strength of the brand, management level and mental outlook. They are the important windows for brand publicizing itself (Carolyn & Polk 2006).
 
Performance image refers to the scale of operation and levels of profitability, which consists of sales amount, capital profit margins and return on assets and so on. It reflects the brand management capabilities and the level of profitability, a direct performance of brand production and operation status, also the root of pursuing good brand image (Berger & Nada 1998). In general, a good brand image, especially a good product image, will always lead to good performance image. And good performance image will always enhance the confidence of investors and consumers in the brand and its products.
 
Social image means that the brand can shape a good model throug本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。