Brand Loyalty : Brand And Product

Thus, companies seek to strengthen customer loyalty. Brand loyalty is considered to tilt the consumer to purchase the package / product specific brand (Jacoby and Chestnut, 1978). Later, Oliver (1997) defined loyalty as "a deeply held commitment to REBUY or repatronize preferred product / service consistently in the future, thereby causing repetitive same-brand or same brand set purchasing, despite situational influences and marketing activities, which would result in causing switching behavior "(p. 34). This conceptual definition covers two different aspects of loyalty: the behavioral. This is consistent with an integrated conceptual framework proposed by Dick and Basu (1994), that customer loyalty is regarded as a "power relationship between the relative position of the individual and repeat

Brand loyalty exists, especially towards the top end of the industry since it is easier for customers to form emotional attachments to luxury brands and luxury goods, since their durability and elevated prices make customers think more about the purchase.

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

So in order to maintain the consumer loyalty with the brand it is necessary to make a good relationship with the consumer as it is the first key of building good image of brand in the mind of the

Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.

While I’m an atypical U.S. consumer who doesn’t buy into marketing hype, I do have strong product/service loyalty affiliations. I’ll try to keep my Journal entry under 1000 words! I like to revisit the meaning of familiar words. Merriam-Webster (n.d.) defines loyalty as, “The quality or state or an instance of being loyal”. This is exactly what brand loyalty and loyalty programs are trying to create: an ongoing experience with multiple touch-points that captures followers and keeps them engaged through rewards, added value, and “prestige”. The goal is to lengthen “the lifetime value of the customer” (Tanner & Raymond, 2010, p. 284) which helps to maximize profits.

• What are the best attributes of the brand? • What messages distinguish the brand from its competitors? • Do the messages exploit the best opportunities in the market? • There may be a lot of positive things to say about a brand but focus on the most impactful for driving sales. • In terms of delivery in sales promotion, the fewer the messages the greater the impact and the easier it will be to deliver them consistently

Customers will remain loyal based on the innovation and quality of the product. The distribution and advertising of the brand was also further investigated as well as consumer confidence.

Hopefully you built a good foundation when you launched your brand. If you have lived with a strategic brand message for any amount of time, you should have some data to draw from to determine what has worked and what needs to be updated. The core message of your brand, the intended emotional appeal of your design and messaging, the uniqueness and eye-catching aspects of your packaging, and overall effectiveness of your labels in communicating all of this in mere seconds to busy and distracted shoppers.

In order to generate customer loyalty, customer satisfaction is of utmost important. According to Oliver (1999), customer loyalty was defined as a buyer’s deeply committed and stick to a product, service, brand or organization consistently in the future regardless of new situations or competition that induce the switching process. Encouraging customers to come back again is the most critical part in every business. Repeated customers are the source of profits that allows business to grow and success. Some of the examples of customer loyalty are:

According to A Theory of Multidimensional Brand Loyalty (Sheth & Park, 1974), brand loyalty was a positive bias toward the brand and they classified brand loyalty behavior into three dimensions. Firstly, emotive tendency, it relate to positive emotion toward favorable brand than other brands such as likeliness, premium-value, etc. Secondly, evaluation tendency, it relate to positive evaluation toward the particular brand. For instance, consumer may evaluate particular brand that it has higher performance, which affect the utility of product, so they intend to buy the particular brand over the other brands due to the positive evaluation. Thirdly, behavioral tendency, it relate to the trust on physical activities of brand. The consumer may trust on the brand and consume it even they have to pay in advance. Hence, this behavior needs to learn from buying experience and consuming product of the brand as usual. Moreover, Sheth and Park stated that at least one of these three dimensions could create brand loyalty. Hence, as showing in Figure1, there would

The field of marketing has experienced a paradigm shift because of the fact that the principles of relationships have nearly substituted short-term exchange notions. While the relationship perspective has received increased acceptance and relevance, it has been hugely under-realized in many marketing literature. According to the findings of research, customers generally want brands to listen and respond to them. Consequently, brands that involve and engage customers in relationships that are mutually beneficial stand to gain the most. This is primarily because customers are willing to demonstrate huge support to brands they regard as favorite. The support is mainly demonstrated through buying more of the product or service, convincing other people to become customers of the product or service, and positive word of mouth. Notably, the main link to the relationship between customers and brands is the desire for brands to listen and respond to customers rather than seeking to sell the products or services at the cheapest prices.

This study attempts to examine the impact of customer service (retail service quality and product quality) on brand loyalty. It focuses on the particular aspects of customer service: personal interaction, policy, reliability, and problem solving. Data will be collected through an in-person survey and an on-line survey immediately following the purchase or visit to the store or website. Another survey will be administered shortly after the customer obtains the product and has a chance to experience it. By contributing to the overall knowledge of customer service and brand loyalty, this research adds significant, valuable information on marketing to customers in

Recent studies focused on loyalty concept in services sector. Brand loyalty is receiving great deal of attention

Brand is “a name, sign, symbol, or design, or a combination of them, intended for the goods and services of one seller or group of sellers to differentiate them from other sellers competitively” (Kevin and Keller, 2008, cited in Saleem et al., 2015). Brand can be the tools to deliver the message about the quality of the products and services to the customers and give them the confidence for buying the right quality as the organizations promised (Erdem 1998; Wernerfelt 1988, cited in Rahinel and Redden, 2012) and also lead customer to buy product from specific firm (Keller 1993; Park, Jaworski, and MacInnis 1986, cited in Rahinel and Redden, 2012). Thus, the company should build a strong brand in order to have an intermediary to convey the quality message to customer. Additionally, Berry (1988) said strong brand is considered as valuable and gives firm’s ability to set a high price products and allowing firms to enjoy continuously revenues from year to year. Because of a premium price the company could set, it gives the power to compete with other brand too. This implied that brand has a power to differentiate the company’s product from competitors.