Search results for: ANTECEDENTS OF LOYALTY

• Antecedents and Consequences of Brand Loyalty

  Publication

  • S. Gupta
  • B. Schivinski
  • M. Brzozowska-Woś

  - Handel Wewnętrzny - Year 2017

  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...

  Full text available to download

• Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

  Publication

  • I. Confente
  • W. Kucharska

  - Journal of Brand Management - Year 2021

  This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of...

  Full text available to download