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Abstrakt
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.
Autorzy (3)
-
Srishti Gupta
- Nottingham Trent University Nottingham Business School
-
Bruno Schivinski dr
- Nottingham Trent University, Nottingham Business School Department of Marketing
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Pełna treść
- Wersja publikacji
- Accepted albo Published Version
- Licencja
- Copyright (2017 Instytut Badań Rynku, Konsumpcji i Koniunktur)
Słowa kluczowe
Informacje szczegółowe
- Kategoria:
- Publikacja w czasopiśmie
- Typ:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Opublikowano w:
-
Handel Wewnętrzny
strony 200 - 212,
ISSN: 0438-5403 - Język:
- angielski
- Rok wydania:
- 2017
- Opis bibliograficzny:
- Gupta S., Schivinski B., Brzozowska-Woś M.: Antecedents and Consequences of Brand Loyalty// Handel Wewnętrzny. -., iss. 5 (370) (2017), s.200-212
- Weryfikacja:
- Politechnika Gdańska
wyświetlono 122 razy