Thematische Bibliographien / Brand loyalty

Auswahl der wissenschaftlichen Literatur zum Thema „Brand loyalty“

Autor: Grafiati

Veröffentlicht am 4. Juni 2021

Zuletzt aktualisiert am 30. Juli 2024

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Zeitschriftenartikel zum Thema "Brand loyalty"

Feeney, Roberto, Pedro Harmath, Josefa Ramoni-Perazzi und Pablo Mac Clay. „Relationship between brand and dealer loyalty in the agricultural equipment market“. International Food and Agribusiness Management Review 25, Nr. 2 (28.02.2022): 347–60. http://dx.doi.org/10.22434/ifamr2021.0088.

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Agricultural equipment companies intend to understand agriculture producers’ buying behavior by answering questions such as how loyal producers are to brands and dealers, which have an important impact on their profitability. This paper addresses the problem of how loyal agricultural producers are to equipment brands and dealers. Using a combination of cluster analysis and probit models, we identified producers’ behavioral and attitudinal loyalty to brands and dealers and analyzed the factors that explain such loyalty. We also found a strong interdependence between brand and dealer loyalty and the significant value that dealer loyalty adds to the brands. Additionally, we present some management implications of developing brand recognition, understanding producers purchasing behavior, and segmenting producers. This paper’s contributions are the establishment and measurement of an ‘empirical’ definition of brand and dealer loyalty, the identification and quantification of the impact of the explanatory factors of brand and dealer loyalty, and the determination of a dual loyalty relationship between brand and dealer loyalty.

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Empen, Janine, Jens-Peter Loy und Christoph Weiss. „Price promotions and brand loyalty“. European Journal of Marketing 49, Nr. 5/6 (11.05.2015): 736–59. http://dx.doi.org/10.1108/ejm-08-2013-0433.

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Purpose – This article aims to estimate the relationship between brand loyalty and price promotions on the German yoghurt market. It considers consumer loyalty to various corporate brands and their respective sub-brands to analyze promotional strategies between and within certain corporate brands with a larger loyal consumer segment and a moderate strength of consumer loyalty are well suited for effective price promotions following the idea of loss leader by Lal and Matutes (1994). Design/methodology/approach – The paper’s approach follows Allender and Richards’ (2012) and extends to explicitly considering the product line management of every manufacturer in the market. In the first step, a random coefficient logit specification is estimated to compute measures of brand loyalty for each brand. In the second step, the relationship between brand loyalty measures and the frequency and depth of price promotions is analysed. Findings – The results suggest that weaker corporate brands are promoted more aggressively supporting the model hypotheses by Koças and Bohlmann (2008). Within the manufacturer’s product line, sub-brands with a larger loyal consumer segment and a moderate strength of consumer loyalty are more often used for effective price promotions which reflects the idea of loss leading first introduced by Lal and Matutes (1994). Research limitations/implications – The results are limited to a static relationship between brand loyalty and price promotions. Analyzing the dynamics of the relationship between brand loyalty and price promotions should prove fruitful in enhancing the understanding of retailer strategies and provides additional implications for managerial decisions in retailing. Practical implications – Managers need to be more aware of the linkages between product line management and promotional strategies. Changes in the product line management may require a redirection of the promotional measures and strategies. Social implications – Consumer behavior with respect to brand loyalty to some extent determines price promotional strategies of retailers. The promotional strategies provide opportunities to save expenditures, especially for non-loyal and low income households. Originality/value – Matching and analyzing two detailed (consumer, retail) scanner data sets to investigate the relationship between the measures of brand loyalty and the retailers’ price promotional strategies. Novel is the modeling of two different dimensions of brand loyalty (size and strength) and the consideration of sub-brands. The results clearly show that promotional strategies vary not only between corporate brands but also between sub-brands of the same corporate brand.

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CHIU, Sheng Yang. „Local vs. Global Brands: Country-of-Originâ€™s Effect on Consumer-based Brand Equity among Status-Seekers“. Journal of Economics and Behavioral Studies 7, Nr. 3(J) (30.06.2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.

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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumerâ€™s level of status-seeking motivation is considered when analysing the effect of brandâ€™s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.

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Felix, Reto. „Multi-brand loyalty: when one brand is not enough“. Qualitative Market Research: An International Journal 17, Nr. 4 (02.09.2014): 464–80. http://dx.doi.org/10.1108/qmr-11-2012-0053.

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Purpose – The purpose of this research is to provide a deeper, constructivist account of multi-brand loyalty. Previous literature has acknowledged the existence of multi-brand loyalty, but described it from a narrow, rational and primarily utilitarian point of view. Design/methodology/approach – The study is based on open-ended, depth interviews. Data were labeled, coded and classified into different topics, and thematic analysis was used to identify three dominant themes. Findings – Multi-brand loyalty emerged in three forms: biased, specialized and perfect substitutes. These relationships may undergo dynamic transformations over time. Further, family tradition and perceived freedom were identified as two important motivations for consumers to be loyal to more than one brand. The managerial implications address suggestions on how companies can avoid that consumers become loyal to several brands instead of maintaining single-brand loyalty. Originality/value – The study is the first to address multi-brand loyalty based on a qualitative research approach and provides preliminary insights into occurrences and motivations related to the construct.

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Adi, Pramono Hari. „Customer Loyalty of Islamic Banks“. AFEBI Islamic Finance and Economic Review 1, Nr. 01 (11.03.2017): 13. http://dx.doi.org/10.47312/aifer.v1i01.17.

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The highly rapid growth of sharia commercial banks have required them to compete in obtaining and retaining customers. Therefore, it is important to look carefully at the position of their brands within the industry. Among the measures to see how strong the position of a brand in the market is the level of customers’ brand loyalty. There are five levels of brand loyalty, each of which indicates particular marketing challenge to be addressed. Those levels - from least loyal to most loyal - include switcher, habitual buyer, satisfied buyer, liking the brand, and committed buyer. Using questionnaire to collect primary data from 100 respondents, the results indicate that the highest brand loyalty to Islamic banks has been at the level of satisfied buyer and liking the brand, indicating that consumer loyalty to the Islamic banks has not been perfect. Loyalty needs to be improved towards the committed buyer. Keywords: Brand, Customer Loyalty, Islamic Bank

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Khoury, Amir H. „BRAND LOYALTY & LOYALTY OF BRANDS: A SYMBIOTIC RELATIONSHIP“. Journal of Law and Commerce 32, Nr. 2 (18.07.2014): 173–206. http://dx.doi.org/10.5195/jlc.2014.65.

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Brand loyalty has become a truism in trademark discourse. Consumers tend to formulate their purchasing decisions by the power of consumption-momentum. That is to say they buy what they have already bought in the past and opt for the brands that they have already had a positive experience with. Experienced consumers manifest devotion to their preferred brands. This is the essence of Brand Loyalty. But should this Brand Loyalty be reciprocated by the brand owner? Is there such loyalty by the brand towards the consumer? Should the brand owner sustain the quality of products covered by his brand? Even more so, should he maintain any other defining attribute of the product (or service) marketed under his brand? And are such demands from the brand owner still of relevance in an age of expanding outsourcing? This paper explains why all of these questions should be answered in the affirmative. This paper argues that just as there is Brand Loyalty, there is (or, at least, there should be) Loyalty of the Brand. My assertion is that Loyalty of the Brand constitutes a morally sound concept which is inherently compatible with the general philosophy underlying trademarks and brands, and which rests firmly on numerous legally accepted disciplines and doctrines that form the backbone of commercial-contractual law. Loyalty of the Brand, thus, constitutes the counterbalance to Brand Loyalty, and should exist on par; not only as a legal phenomenon but as a practical one as well. It is, in the context of brand-consumer relationship, the other side of the same coin.

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Quoquab, Farzana, Norjaya Mohd. Yasin und Rozhan Abu Dardak. „A qualitative inquiry of multi-brand loyalty“. Asia Pacific Journal of Marketing and Logistics 26, Nr. 2 (08.04.2014): 250–71. http://dx.doi.org/10.1108/apjml-02-2013-0023.

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Purpose – It is evident that most consumers are polygamous and are loyal to several brands within a particular product or service category. This circumstance is coined as “multi-brand loyalty” (MBL). The present research tries to shade light on consumers' motivation to become a multi-brand loyal by answering the research question: “why consumers become multi-brand loyal within a particular service category?” The paper aims to discuss these issues. Design/methodology/approach – Four focus group discussions and 13 in-depth interviews were carried out to gain deeper insights regarding the drivers of MBL. Findings – The findings of this study suggest that “financial benefits”, “need for privacy”, “competitor's attractive promotional campaign”, “public self-consciousness” and “availability of cheap handset and SIM card” are the most frequently cited reasons that can make mobile phone service users multi-brand loyal. In addition, the study reveals heterogeneity among consumers, i.e. along with “multi-brand loyals”, “sole-brand loyals”, “switchers” and “cross-buyers” also exist in the Malaysian mobile phone service market. Practical implications – These insights put forth the importance for managers of mobile phone service industry to be more cautious in formulating their retention strategies. Moreover, they will be aware of the complicated loyalty pattern of their consumers which will eventually guide them to consider different strategic moves for each different loyalty segments. Originality/value – Although the existence of MBL has been proven empirically, little attention is given to understand consumers' motive to become a multi-brand loyal, particularly in the context of services. Therefore, taking this opportunity into account, the present study fills this gap by providing an in-depth understanding of the phenomenon.

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A, ROHINI, und PADMANABAN N.R. „Farmers brand and dealer loyality to pesticides in Coimbatore district“. Madras Agricultural Journal 87, March (2000): 133–37. http://dx.doi.org/10.29321/maj.10.a00437.

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This study was carried out in Coimbatore district with 120 sample farmers to analyse the factors responsible for brand and dealer loyalty towards pesticides. The results showed that price of the. preferred brand (x2) and efficiency of the preferred brand (x2) were significant at one per cent level for brand loyalty. The factor advertisement also influenced the brand loyalty at five per cent level. With regard to dealer loyalty, factors such as credit availability (x2) and quality of product (x2) were significant at one per cent level. The study showed that farmers are loyal to pesticide brands and also to pesticide dealers.

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N, Venkatesa Palanichamy, Kalpana M, Sivapriya P und Santhosh Kumar M. „Impact Study on Brand Personality on Consumers' Loyalty towards Dairy Goods“. Asian Journal of Current Research 9, Nr. 2 (24.04.2024): 150–57. http://dx.doi.org/10.56557/ajocr/2024/v9i28662.

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Brand loyalty means people stick with certain brands over time. True brand loyalty means someone sticks with a brand even if other options are available or it's not the most convenient choice. We explore how brand loyalty influences consumer behavior and organizational success, recognizing loyal customers as crucial brand advocates. Leveraging insights from previous studies, we aim to understand the relationship between brand personality and brand loyalty, particularly focusing on AMUL milk products consumers in Coimbatore. Through in-person interviews and a carefully designed questionnaire, we collected data to analyze using multiple linear regression analysis. Our findings highlight the significant impact of brand personality traits such as being down-to-earth, responsible, active, innovative, bold, and simple on brand loyalty among AMUL consumers. These insights provide valuable guidance for marketers in developing strategies to enhance brand loyalty and gain a competitive edge in the market. By emphasizing these key personality traits in advertising efforts, companies like AMUL can cultivate lasting relationships with consumers and drive brand loyalty, ultimately contributing to sustained success in the marketplace.

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Hendratmoko. „PERAN MEREK SEBAGAI VARIABEL MEDIATOR TERHADAP LOYALITAS PELANGGAN“. Jurnal Manajemen 11, Nr. 1 (15.11.2021): 23–32. http://dx.doi.org/10.46806/jm.v11i1.753.

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Brands and products contribute to customer loyalty. The purpose of this study: to analyze how the influence of brand, product, halal, and customer satisfaction on BTS meal customer loyalty in the Jabodetabek area; analyze the role of the brand as a mediator variable between product, halal, and customer satisfaction on customer loyalty BTS meal in the Jabodetabek area. This study uses a quantitative approach. The research was conducted on 12-23 June 2021 with as many as 100 student respondents in the Greater Jakarta area. Sampling by purposive sampling. The results of the study revealed that brands and products have a significant influence on customer loyalty to BTS meals. Brands play a role as a full mediation, especially in the relationship between customer satisfaction and customer loyalty to BTS meals. The influence of brands and products is very significant on customer loyalty to a product. To obtain, maintain and develop loyal customers, companies must continue to improve product quality and carry out brand development and strengthening strategies. Keywords: Loyalty, Brand, Product, Full Mediation

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Mehr Quellen

Dissertationen zum Thema "Brand loyalty"

Jonathan, Gideon Mekonnen, und Anna Kapetanakis. „How can loyalty programmes improve brand loyalty?“ Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19934.

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Title: How can loyalty programmes improve brand loyalty? Level: Final assignment for Master Degree in Business Administration Author: Anna Kapetanakis, and Gideon Mekonnen Jonathan Supervisor: Sarah Philipson (Assistant Professor) Date: June, 2015 Aim: To investigate how customers loyalty can be improved through loyalty programmes. Method: Mixed approach, both qualitative and quantitative data, is chosen for this study. The qualitative data using telephone interviews with customers and the firm was carried out at the beginning of the study to formulate the survey. Online survey with closed questions, based on responses from the qualitative interviews and the theoretical framework, was designed and sent to 3500 potential respondents. The contact list from IvyWear’s CRM database was used to distribute the survey. 309 respondents (9%) completed the survey, which was available online for 7 days. The quantitative data was analysed using descriptive statistics and cluster analysis. Result & Conclusions: The empirical data and analysis has shown that IvyWear customers can be categorised as “true loyals”, “latent loyals”, “spurious loyals”, and “not loyals”. It was also found that “bonuses and points” are the most preferred reward among customers that can be used to improve loyalty toward IvyWear. Suggestions for future research: The findings may not reflect brand loyalty and effects of loyalty programmes on loyalty beyond the clothing retail industry. Comprehensive study covering other industries and targeting respondents outside membership registers would provide deeper understanding of brand loyalty among customers. Contribution of the thesis: The study adds to the debate on loyalty programmes and how members of these programmes can be managed in the way that they can not only choose the brand, but also attract new customers through positive word of mouth. The results are particularly important for managers and marketers in the retail industry, who are under pressure to show the benefits of loyalty programmes. The results will be invaluable in the design of loyalty programmes to impact on the long-term profitability of firms.

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Forsido, Mulugeta Z. „Brand loyalty in Smartphone“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179607.

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Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. Data – In total 200 responses were collected through a structured interview from UppsalaUniversity, Uppsala central train and bus station and two big shopping centers in Uppsala (S: tper galleria and Forum galleria). Apple and Sony Ericsson brand users are interviewed in thedata gathering process, 100 respondents for each brand Findings – the analysis suggest brand image, product involvement and customer satisfactiondetermined brand loyalty in Apple brand, whereas customer satisfaction was the onlydeterminate factor in Sony Ericsson brand

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Benson, Caroline, und Martin Hedrén. „Online Brand Communities - a Route to Brand Loyalty?“ Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23231.

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Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty. Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. The second part of thissection begins with a presentation regarding marketing communication,the promotional mix and online communities. Finally, brand loyalty andonline community is merged together into a presentation of brandloyalty in online brand communities. Method: The purpose is examined through comparing secondary data withquantitative collected data about community members’ purchasingbehaviour prior and after joining a sporting goods brand community. Empirical Framework: In this part the results of the online questionnaire is presented. Conclusion: The survey concludes that sporting goods brands' online brandcommunities have a positive impact and suggestions on further researchare presented.

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BARBOSA, ROBERTA DA SILVA ATHAYDE. „SOCIAL MEDIA BASED BRAND COMMUNITIES EFFECTS ON BRAND LOYALTY“. PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=35243@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTITUIÇÕES COMUNITÁRIAS DE ENSINO PARTICULARES
A rápida propagação e alta popularidade das mídias sociais digitais criaram um ambiente favorável à instalação de comunidades de marca. Cada vez mais, empresas criam comunidades - as chamadas fanpages no Facebook - como forma de se aproximar dos seus consumidores e alcançar a lealdade dos mesmos. Neste contexto, este estudo elaborou dois novos modelos conceituais para investigar como as comunidades de marca baseadas em mídias sociais afetam a lealdade à marca. A revisão de literatura realizada permitiu que esta relação fosse explorada por meio dos seguintes construtos: benefícios funcionais, psicossociais e hedônicos, comprometimento com a comunidade e boca-a-boca. Os dados da pesquisa foram obtidos através de uma survey on-line que, aplicada a membros da comunidade da Netflix no Facebook, gerou 1.236 respostas válidas. Estes dados, analisados por meio de modelagem de equações estruturais (SEM), confirmaram todas as hipóteses propostas e sugeriram que as comunidades de marca baseadas em mídias sociais influenciam positivamente na lealdade à marca. Os modelos finais da pesquisa indicaram, ainda, que os benefícios hedônicos são os que exercem maior influência sobre o comprometimento com a comunidade e sobre o boca-a-boca. Além disso, indicaram que o boca-a-boca decorrente da comunidade apresenta influência significativa sobre a lealdade à marca.
The digital social media s quick spread and its big popularity has built a favorable environment to the creation of brand communities. Increasingly, companies launch communities - known as fanpages on Facebook - as a way to approach their customers and reach brand loyalty. In face of that, this study sought to develop two new models in order to investigate how social media based brand communities affect brand loyalty. The literature review allowed this relation to be explored through the following constructs: functional benefits, social-psychological benefits, hedonic benefits, community commitment and word-of-mouth. The research data was collected via an on-line survey applied to Netflix s community members on Facebook, which had 1.236 valid responses. Structural equations modeling (SEM) was employed and confirmed all the research hypotheses, suggesting that social media based brand communities affect positively brand loyalty. The findings reveal that hedonic benefits are the major influencers of community commitment and word-of-mouth. Therefore, results show that the word-of-mouth from the community significantly influences brand loyalty.

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Silberhorn, Nadja. „Four essays on modeling brand choice and brand loyalty“. Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16094.

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Die vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die Existenz von zwei unterschiedlichen Spezifikationen hin. Das utility maximization nested logit (UMNL) und das non-normalized nested logit (NNNL) Modell besitzen unterschiedliche Eigenschaften, die die Schätzergebnisse beeinflussen. Mit einer Simulationsstudie werden die Konsequenzen der Verwendung verschiedener Softwarepakete demonstriert. Außerdem wird gezeigt, dass nur die UMNL Spezifikation bei Auferlegung einer Parameterrestriktion mit der Zufallsnutzentheorie konform ist. Der zweite Aufsatz untersucht anhand von realen Haushaltspaneldaten den Erfolg einer Familienmarkenstrategie. Die Signaling Theorie liefert einen Rahmen für die dem Markenwahlverhalten zugrunde liegenden psychologischen Prozesse zur Entstehung und Erklärung von produktkategorieübergreifender Markentreue. In einer empirischen Studie wird untersucht, inwieweit in einer Kategorie markentreue Kunden dieser Marke auch in anderen Produktkategorien treu sind. Es wird ein Markentreue-Hebel-Index entwickelt. Im dritten Aufsatz stehen die psychologischen Determinanten von kategorieübergreifenden Zusammenhängen im Markenwahlverhalten im Mittelpunkt. In einer empirischen Studie wird die Risikoaversion als entscheidender Bestimmungsfaktor von kategorieübergreifender Markentreue untersucht. Die konsumentenspezifische Risikoaversion wird dabei über Innovativeness und Status Quo Bias erfasst. Im vierten Aufsatz wird das Hybride Wahlmodell einem breiten Marketingpublikum vorgestellt. Klassische Wahlmodelle gehen davon aus, dass das beobachtbare Verhalten das Resultat eines nicht spezifizierten Evaluationsprozesses des Individuums ist. Der kausalanalytische Ansatz hingegen erlaubt die Spezifikation nicht direkt messbarer Faktoren als latente Variablen und kann somit Wahlmodelle sinnvoll ergänzen.
This thesis is composed of four essays that pick up topics in brand choice and brand loyalty modeling. The first essay gives an introduction to the nested logit model and points attention to the existence of two different specifications. The utility maximization nested logit (UMNL) model and the non-normalized nested logit (NNNL) model have different properties which impact the estimation results. In a simulation study, the consequences of the usage of different software packages for model estimation on the estimation results is demonstrated. It is also shown that only the UMNL specification with an imposed parameter restriction is consistent with the underlying random utility theory. The second essay investigates the success of an umbrella branding strategy using household panel data. Signaling theory provides a framework for the underlying psychological processes in consumers'' brand choice behavior and can contribute in the formation and explanation of loyalty to the brand in multiple categories. An empirical study determines whether there is a tendency for loyal consumers from one product category to be loyal to the same brand in other product categories as well. Therefore, a cross-category brand loyalty leverage index is developed. In the third essay, consumer-specific psychological determinants of cross-category relations between brand loyal choice decisions are discussed. In an empirical study, the concept of risk aversion is considered as the key determinant of cross-category brand loyalty. Consumers'' risk aversion is derived from their innovativeness and status quo bias. In the fourth essay, the hybrid choice model is introduced to the broad marketing audience. Traditional choice models assume that observable behavior results from an unspecified evaluation process of the observed individual. The causal-analytic approach offers the possibility to specify not directly measurable factors as latent variables, and can thus reasonably supplement choice models.

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Urun, Seren. „PRICE PROMOTION, QUALITY AND BRAND LOYALTY“. Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31712.

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Hammond, Kathleen Ann. „Brand loyalty for frequently bought products“. Thesis, London Business School (University of London), 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.286725.

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Mendez, Marife. „SALES PROMOTIONS EFFECTS ON BRAND LOYALTY“. NSUWorks, 2012. http://nsuworks.nova.edu/hsbe_etd/76.

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In this dissertation the field of promotion marketing was examined by studying the impact of sale promotions on brand royalty. More specifically, for products with different levels of involvement, the study assessed how effective different nonmonetary and monetary promotions are at retaining brand loyalty. Two research questions were posed: (a) Will the effect of nonmonetary and monetary promotions on brand loyalty vary according to the extent of hedonism or utilitarian benefits for low and high involvement products? (b) Will the preference for nonmonetary or monetary promotions on brand loyalty have a greater or lesser effect for low and high involvement products? It was theorized that the effect of nonmonetary and monetary promotions on brand loyalty would vary according to the extent of hedonism or utilitarian benefits for low and high involvement products (H1a and H2a). The second set of hypotheses (H2a and H2b) posited that preference for nonmonetary promotions would have a greater on brand loyalty for both high and low involvement products. A questionnaire consisting of 36 questions provided the data that was collected from 114 subjects. Two product categories were chosen for the study: deodorant (high involvement) and laundry detergent (low involvement). For each product category, regression was used to explore the relationship between the indirect variables and the dependent variable -- brand loyalty. The results did not show support for any of the hypotheses; yet, they offer valuable information on sales promotions. Five important findings are discussed: 1. Monetary promotions are perceived to provide more utilitarian benefits. 2. Nonmonetary promotions seem to provide more utilitarian benefits than hedonic benefits. 3. "Preference for Gifts," a nonmonetary promotion, could affect negatively brand loyalty. 4. "Buy 2 get 20% off," a monetary promotion, could have a positive impact on brand loyalty. 5. Involvement has a positive relationship with brand loyalty.

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Struben, Sarah-Annique. „Constructing brand loyalty via social networks“. Master's thesis, University of Cape Town, 2014. http://hdl.handle.net/11427/13348.

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Includes bibliographical references.
Identifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network, a qualitative study was performed on a sample of consumers from the ‘digital age’ generation (Castells, 2010, p.xviii), examining the extent of information exchange via social media as well as via the social networks. In addition to this a minor case study was conducted where participants were asked a serious of questions that pertained to a specific brand, that of Woolworths. This was done in order to determine the strength of the brand loyalty they had for a particular brand that may then be theoretically applied on a general scale. As a result the strength of their brand loyalty was determined, indicating whether or not brand loyalty can be constructed via social networks. On the whole it can be determined that social networks play a strong role in the development of brand loyalty, particularly as it pertains to the current digital generation. Keywords: Social Network, Habitus, Purchase Behaviour, Networked Society, Brand Loyalty, Consumer satisfaction, Homophily, Brand Trustworthiness

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Mkhize, Londiwe. „The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands“. Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24702.

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The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
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Bücher zum Thema "Brand loyalty"

Meier, Beat. Brand Choice and Loyalty. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-28014-7.

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Lamb, T. J. A comparison of brand loyalty and store loyalty. London: City University, Business School, 1988.

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Lamb, T. J. A comparison of brand loyalty and store loyalty. London: City University BusinessSchool, 1988.

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Lamb, T. J. A comparison of brand loyalty and store loyalty. London: City University Business School, 1988.

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Lamb, T. J. A comparison of brand loyalty and store loyalty. London: City University BusinessSchool, 1988.

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Weindel, Julia Katharina. Retail Brand Equity and Loyalty. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-15037-2.

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G, Dekimpe Marnik, und Marketing Science Institute, Hrsg. Erosion and variability in brand loyalty. Cambridge, Mass: Marketing Science Institute, 1996.

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W, Maloney Michael, Hrsg. Competitive positioning: Best practices for creating brand loyalty. Poughkeepsie, NY: Hudson House, 2010.

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Manaresi, Angelo. I programmi fedeltà: Creare vantaggio competitivo nel marketing dei beni di consumo. Milano, Italy: FrancoAngeli, 2001.

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Drayne, Kerrie. The role of promotions on consumer brand loyalty and brand switching. (s.l: The Author), 1996.

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Buchteile zum Thema "Brand loyalty"

Chan, Eugene Y. „Brand Loyalty“. In Consumer Behavior in Practice, 65–84. Cham: Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-50947-6_4.

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Trappey, Randolph J., und Arch G. Woodside. „Modelling Bank Loyalty“. In Brand Choice, 83–156. London: Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230514201_5.

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Ahluwalia, Rohini, und Andrew M. Kaikati. „Traveling the Paths to Brand Loyalty“. In Brands and Brand Management, 63–90. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-6.

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Smith, Aaron C. T., Constantino Stavros und Kate Westberg. „Passionate Partisans: Lifelong Loyalty“. In Brand Fans, 125–60. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-48854-7_5.

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Kall, Jacek. „Measuring customer retention and loyalty“. In Brand Metrics, 64–79. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003167235-6.

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Pearson, Stewart. „From Brand Loyalty to Customer Loyalty“. In Building Brands Directly, 146–70. London: Palgrave Macmillan UK, 1996. http://dx.doi.org/10.1007/978-1-349-13771-8_7.

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Rungie, Cam, und Gilles Laurent. „Brand Loyalty vs. Loyalty to Product Attributes“. In Quantitative Marketing and Marketing Management, 423–44. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3722-3_20.

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Meier, Beat. „Introduction“. In Brand Choice and Loyalty, 1–6. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-28014-7_1.

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Meier, Beat. „Related Literature and Methods“. In Brand Choice and Loyalty, 7–22. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-28014-7_2.

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Meier, Beat. „Hypotheses“. In Brand Choice and Loyalty, 23–31. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-28014-7_3.

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Konferenzberichte zum Thema "Brand loyalty"

Arunachalam, Thiruchelvi, Mayurigha Sivakumar und Ashvadharani Raveendran. „Young consumers' insights on brand association, brand awareness, perceived quality, brand image, brand loyalty and brand equity“. In XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24043a.

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Brands try to capture young consumers as they are early adopters which help them to secure business for long term. The purpose of this study is to examine the effects of brand association, brand awareness, brand image, perceived quality and the mediating effect of brand loyalty on brand equity among young consumers and their direct relationship with brand equity. Data from 75 young consumers were analysed using an open-source software named Jamovi and PLS-SEM. Empirical results via Correlation and Multiple regression authenticated that direct relation was insignificant for all the variables except perceived quality but most variables were significant in indirect relationship with brand loyalty as mediator. Overall, the model was an average fit. Perceive quality predominantly affects brand loyalty, which in turn has a significant impact on brand equity. These findings imply to marketing professionals and practitioners to aid them develop marketing strategies to amplify brand equity and gain a competitive edge to foster their business.

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Unurlu, Çiğdem, Ayşe Akyol und Dilek Altaş. „The Relationships between Destination Brand Image, Destination Brand Loyalty and Word of Mouth Behaviour“. In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00831.

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This article documents a study and model of the destination brand image, destination brand loyalty and word-of-mouth behaviour (WOM). Therefore, the literature review consists of three parts namely destination brand image, destination brand loyalty and word-of-mouth behaviour. Destination brand image can be defined as the reasoned perceptions consumers attach to specific brands. Destination brand loyalty can be defined as the main source of customer-based brand equity. Brand loyalty was defined as the attachment a customer has to a brand. Lassar et. al. noted that brand equity stems from the grater confidence that consumers place in a brand than they do in its competitors. This confidence translates into consumers' loyalty and their willingness to pay a premium price for the brand. Word of mouth behaviour can be defined as informal communications directed at other consumers about the ownership or characteristic of particular goods and services and/or their sellers. In order to explore the relationship between destination brand image, destination brand loyalty and word-of-mouth behaviour, a two phase research design (exploratory and descriptive) was adopted and conducted. This study was based on the measures of Boo et all (2009), and Kim et all (2011) because their instruments had been developed, tested, refined and yielded reliable results. The questionnaire items were scored on a 5 point Likert scale, ranging from “strongly disagree” to “strongly agree”. A cross sectional design was used for the data collection. Data is analysed by using SPSS.

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Zhuoyun, Lin, und Zhang Yankun. „From Brand Identity to Brand Loyalty“. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.434.

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Fritz, Wolfgang, und Benjamin Wille-Baumkauff. „B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY“. In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.10.03.01.

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Wang, Kai, Yu-Jen Chen und Hsiang-Chun Pan. „Determinants of Brand Loyalty in Online Brand Communities“. In the 5th Multidisciplinary International Social Networks Conference. New York, New York, USA: ACM Press, 2018. http://dx.doi.org/10.1145/3227696.3227709.

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Yao, Wanrui, und Yimeng Zhu. „Brand Strategy Contributes to CHANEL’s High Brand Loyalty“. In 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/aebmr.k.220405.257.

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Skorokhod, T. О. „Consumer loyalty to the brand“. In СОЦІАЛЬНІ КОМУНІКАЦІЇ: ІНСТРУМЕНТИ, ТЕХНОЛОГІЯ І ПРАКТИКА. Liha-Pres, 2024. http://dx.doi.org/10.36059/978-966-397-400-2-19.

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Karadakova, Irina. „ACHIEVING CUSTOMER LOYALTY THROUGH A HOTEL BRAND DIFFERENTIATION“. In TOURISM AND CONNECTIVITY 2020. University publishing house "Science and Economics", University of Economics - Varna, 2020. http://dx.doi.org/10.36997/tc2020.423.

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Understanding the hotel guests' needs and providing a hospitality service that delivers on their expectations is crucial for achieving guest satisfaction and - eventually - for creating customer loyalty. This is why the hotel operators, along with their constant efforts to deliver consistent services by unifying the operating standards and procedures, also try to know their guests better, so that they can align their services with the guest's preferences and deliver more personalized experience. This is why the major hotel operators develop portfolios of various hotel brands, positioning them to different market segments and thus targeting travelers with specific needs. However, in the modern world the guest expectations are not just of a nice experience. Nowadays the hotel guests are more and more interested in the way the hotel operators do their business. They follow their words and actions and expect that the brand shares (or at least aligns with) the client's personal values. But these expectations also present an opportunity for the hoteliers to establish a long-lasting, authentic relationships with the client. Also, by aligning their behavior and brand purposes with the guest expectations, the hoteliers are now able to build a collective sense of brand belonging with their clients.

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Putri, Annisa Dieni Eka, Indarini und Dudi Anandya. „The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty“. In Proceedings of the 16th International Symposium on Management (INSYMA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/insyma-19.2019.31.

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Cam, Linh Nguyen Tran, Duong Quynh Nga und Theera Tianrungpaisal. „Brand Personality and Its Moderating Impact on Brand Loyalty“. In the 2019 5th International Conference. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3317614.3317635.

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Berichte der Organisationen zum Thema "Brand loyalty"

Marshak, Ronni. Brand Loyalty. Boston, MA: Patricia Seybold Group, Oktober 2011. http://dx.doi.org/10.1571/psgp10-06-11cc.

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Shim, Soo In, Wi-Suk Kwon und Sandra Forsythe. Enhancing Brand Loyalty through Brand Experience: Application of Online Flow Theory. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-664.

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Lu, Jinzhao, und Yingjiao Xu. The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty towards Sportswear Brands. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-943.

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DeCicca, Philip, Donald Kenkel, Feng Liu und Jason Somerville. Quantifying Brand Loyalty: Evidence from the Cigarette Market. Cambridge, MA: National Bureau of Economic Research, April 2021. http://dx.doi.org/10.3386/w28690.

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Son, Jihyeong, und Mary Lynn Damhorst. Consumers in an Online Brand Community: Uses and Gratifications, Social Capital, and Brand Loyalty. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1435.

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Yu, Ui-Jeen, und Hyun-Hwa Lee. Effect of Brand Familiarity and Brand Loyalty on Imagery Elaboration in Online Apparel Shopping. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-530.

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Han, Jinhee, und Wi-suk Kwon. Brand Loyalty through Love for Brand Facebook Page: Roles of Opinion Leadership and Opinion Seeking. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1306.

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Su, Jin, und Aihwa Chang. Factors Affecting Taiwanese College Students' Brand Loyalty towards Fast Fashion. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-24.

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Woo, Hongjoo, und Byoungho Jin. Apparel Brands’ Corporate Social Responsibility: Influences of Consumers’ Cultural Values and Impacts on Brand Loyalty. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-849.

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Cho, Eunjoo, Ui-Jeen Yu und Ann Marie Fiore. The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-42.

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