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Antecedents and Consequences of Brand Loyalty

Abstract

The objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to the combination of various antecedents, with premium loyalty being considered the most desirable. Apart from summarizing the literature on brand loyalty, this review has practical implications for marketing managers. Customer expectations at each stage of the customer decision process must be understood, and therefore combined with the various antecedents to incite premium loyalty. Managers must apply not just behavioural but also affective components in their marketing strategies to achieve optimal results.

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Category:
Articles
Type:
artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
Published in:
Handel Wewnętrzny pages 200 - 212,
ISSN: 0438-5403
Language:
English
Publication year:
2017
Bibliographic description:
Gupta S., Schivinski B., Brzozowska-Woś M.: Antecedents and Consequences of Brand Loyalty// Handel Wewnętrzny. -., iss. 5 (370) (2017), s.200-212
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  85. Źródła i konsekwencje lojalności wobec marki open in new tab
  86. Streszczenie Celem artykułu jest dokonanie przeglądu, usystematyzowanie i podsumowanie badań empirycznych dotyczących źródeł i konsekwencji lojalności wobec marki. Przegląd literatury pozwolił zidentyfikować pięć kategorii czynników poprzedza- jących lojalność wobec marki związanych z: konsumentem, marką, społecznością, firmą i relacjami. Typ lojalności kształtuje się w zależności od kombinacji różnych czynników poprzedzających, przy czym najwyższy poziom lojalności (premium) jest uważany za najbardziej pożądany. Oprócz podsumowania literatury dotyczącej lo- jalności wobec marki, przegląd ten ma praktyczne konsekwencje dla menedżerów marketingu. Oczekiwania klientów na każdym etapie procesu decyzyjnego muszą handel_wew_5-2017.indd 210 2017-11-13 12:13:25 open in new tab
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