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首页> 外文期刊>Journal of Business Research >Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil
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Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil

机译：儿童市场上确实存在品牌忠诚度吗？来自印度尼西亚，葡萄牙和巴西的比较研究

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The children's market is very challenging but has great potential. In the very dynamic and ever-changing face of the children's market, identifying and being able to optimize the factors that can preserve product dominance is the key to product longevity. This paper attempts to identify factors which are identified as the antecedents of brand loyalty in the children's market. We propose a model which tries to encapsulate the antecedents of a brand relationship and its influence toward brand loyalty. We did a semi structure interview in Indonesia, Portugal, and Brazil to validate our model. We also did a survey within these three countries to test our hypotheses. The findings of the preliminary study, semi-structured interviews, and past research suggest that brand personality, brand trust, and brand salience are important antecedents to create a brand relationship in the children's market. Meanwhile, brand loyalty was identified as the consequence of a brand relationship, autobiographical memory, and habituation. It is hoped that this study can contribute to the body of knowledge and understanding of the factors and their inter-relations that can contribute to the development of autobiographical memory and brand loyalty in the children's market. This paper has made a contribution to the extant literature on children as consumers from developed and developing countries. The findings are valuable in assisting companies, especially those in the food industry, to have a better understanding of children's buying behavior. (C) 2016 Elsevier Inc All rights reserved.
机译：儿童市场充满挑战，但潜力巨大。在儿童市场充满活力和瞬息万变的面孔中，识别并能够优化可以保持产品优势的因素是产品寿命的关键。本文试图确定在儿童市场中被认为是品牌忠诚度先决条件的因素。我们提出了一个模型，试图封装品牌关系的前因及其对品牌忠诚度的影响。我们在印度尼西亚，葡萄牙和巴西进行了半结构访谈，以验证我们的模型。我们还在这三个国家/地区进行了一项调查，以检验我们的假设。初步研究，半结构化访谈和以往研究的结果表明，品牌个性，品牌信任和品牌显着性是在儿童市场建立品牌关系的重要先决条件。同时，品牌忠诚度被确定为品牌关系，自传记忆和习惯的结果。希望这项研究可以促进对各种因素及其相互关系的认识和理解，从而有助于儿童市场上自传记忆的发展和品牌忠诚度。本文为现有的有关儿童作为发达国家和发展中国家消费者的文献做出了贡献。这些发现对于帮助公司，尤其是食品行业的公司，更好地了解儿童的购买行为具有重要的意义。 （C）2016 Elsevier Inc保留所有权利。

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