Literature review Brand Loyalty The American Marketing Association defines brand loyalty as “the situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category” or “the degree to which a consumer consistently purchases the same brand within a product class”. Brand to sustain in the market with positive performance through cost reduction and higher profits. Loyal customer usually
the previous chapters, this study aims at identifying the componential factors of power brand and impacts of power brand on consumer loyalty. Therefore, the literature review will focus on theories of brands, consumer loyalty, their componential factors, and the impacts of power brand and consumer loyalty. However, before mentioning these terms, an overview of branding which includes brand’s functions, brand identification, and branding models, is introduced to supply the readers with a general
Factors of Brand Loyalty Research has indicated that brand attributes are viewed as important elements in a consumer 's decision-making. For example, Lau et al. (2006) in his article mentioned that there were seven factors that influenced consumers’ brand loyalty towards certain brands. The factors were brand name, product quality, price, Design, store environment, promotion and service quality. For the purpose of the study literature review will focus on the following identified factors of brand loyalty
discussed before, a brand is a unique business identity, and a well managed one would be the asset of an organization, and the marketing and financial value associated with its strength in a market is so-called brand equity. (Dibb et al, 2001, p 272) According to Dibb et al (2001), there are four main elements underlie the brand equity, which are brand name awareness, brand loyalty, perceived brand quality and brand associations. It is good for customers to know the brand names of products which
Annotated Bibliography Brand Loyalty from a Multi-faceted Perspective ORGA 201 Introduction to Management Section OP51 Max Su (1762788) Instructor: Rob Dean Brand loyalty is the ‘Holy Grail’ to all marketing organizations. Marketing practitioners are consumed by it. They search. They try. They dream. They want to achieve the ultimate in brand loyalty, making it so airtight that no competition can lure their consumers
1. January 2012. Pp. 54 - 73 Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score. *Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher
www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Accepted: February 9, 2011 doi:10.5539/ijms.v3n2p123 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and
“Customer loyalty can make or break a brand.” How far do you agree with this statement? Increasing number of companies put the strategy of customer loyalty into focus. Marketers from different countries come to an agreement that combining customer development with customer retention can bring long-term impact on brand performance (Kotler, 2003). In specific, price premium, brand awareness and market share closely associated with brand profitability count on customer loyalty. For instance, loyal
Positioning and Brand Loyalty Shelane Edie SRM 410: Contemporary Issues in Sports Marketing & Management Date: December 03, 2012 This is assignment is to demonstrate and summarize three sports products that have a large or high degree of brand loyalty. Shank, 2009 said, “Fixing a sports entity in the minds of consumers in the target market. I choose Nike, Spalding and Life fitness gym/sports equipment(s). These sports product(s) that is identify demonstrate high degree of brand loyalty to its
will switch brands or products as soon as the feel the need to do so. What company's look for in this consumer environment is creating a so-called brand loyalty. This paper will explore the ways companies go about in creating this brand loyalty and it will investigate the