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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.
Authors (3)
-
Srishti Gupta
- Nottingham Trent University Nottingham Business School
-
Bruno Schivinski dr
- Nottingham Trent University, Nottingham Business School Department of Marketing
Cite as
Full text
- Publication version
- Accepted or Published Version
- License
- Copyright (2017 Instytut Badań Rynku, Konsumpcji i Koniunktur)
Keywords
Details
- 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
- Verified by:
- Gdańsk University of Technology
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