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The nature of brand loyalty
Research proposal brand loyalty
Research proposal brand loyalty
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Recommended: The nature of brand loyalty
The main concept of brand loyalty has been approached from three different factors which is behavioral, attitudinal and composite loyalty. The researchers have their own assumption or known as behavioral view which they assume that the loyalty of a guest toward a brand is based on the repeat transactions occur. The study of O’Malley (1988) show that this approach provides a more realistic picture on how well the brand is performing compare to other competitors. However, this approach have been criticized because unable to differentiate between spurious loyalty and true loyalty. In contrast, attitudinal loyalty is always emphasizing the psychological element of brand loyalty in the company such as commitment, preferences and other factors. While consideration of the attitudinal aspects of loyalty allows the researcher to distinguish brand loyalty from repeat buying because it focuses on consumer declarations rather than on actual purchases and thus may not be an accurate representation of reality. Besides that, composite approach is another approach considers as loyalty to be a biase...
Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.
Intro Deciding what you want to study during your college career can be a difficult and tedious task. This is due to fact that many young adults coming out of high school are unsure of what they want to do or what path to take career wise. It is also tedious because this requires that these individuals have to constantly try and explore new avenues so that they can find their passion in life. The path I chose to take when coming out of high school was entering the business school at Howard University.
Loyalty, it comes in different shapes and is generally seen as a highly regarded human trait. It is defined as a commitment to consistently purchase preferred products or services over and over again (Oliver’s, 1999 p.34). A Loyalty Program (LP) is a marketing exercise designed to reward returning buyers (using discount cards; points cards; club cards / discounts; gifts and exclusive services). Some argue that LPs are only made to make consumers dependent on specific brands. This essay provides evidence that LPs mean to deliver benefits to consumers covering a multitude of their needs beyond mere financial advantage. Further, the paper argues that the choice to join or leave LP ultimately rests with the end users. Frequently multiple brands within one category of products are supported simultaneously.
Introduction. Customer loyalty is basically defined as a deep held commitment to re-buy or re-patronize a chosen product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior (Oliver, 1997). It is a main driver for customer retention, which, in its turn, represents a basic force that accumulates a customer base for the company. As the experience suggests, the presence of the customer base is a valuable asset, because a lot of statistical data and marketing researches have proved that it is harder and much more expensive to acquire a new customer rather than retain an existing one. In this aspect, any business without a focus on customer retention is left on market’s mercy: any market movements will affect the sales in a more intense manner. There is also a risk that your competitor may eventually satisfy the existing customer’s needs and take away a part of your market niche. Moreover, customer loyalty gives a sort of discretion to the company’s R&D policy and marketing strategy: you can try to introduce different features to your products, experiment with different types of ads, and no matter what the results would be, — the customers will stay stick to your production line. Of course, an organization does not have an absolute control over the loyalty of its customers, bec...
In life, it is important to have someone's loyalty. In the story, Buying Loyalty, written by Chang Tu shows how one can see this in many different points of view. Throughout the story, Feng Hsuan sings about not having enough necessities, and after he sings, he earns them. At the end of the story Feng Hsuan burns the taxes of the people trying to gain the people’s loyalty. This eventually does show Lord that he has the people's loyalty. Thus, in Buying Loyalty, the main theme is that one can’t buy loyalty, one must earn it.
A luxury good is something that, as ones income increases; the demand for an item or service also increases at a higher than proportional level, in contrast to necessity goods, in which demand increases proportionally with a decrease in income (Varian, 1992). Generally, luxury goods are seen as those at the highest end of the market, in terms of price and quality. Haute Couture clothing, accessories and luggage are considered to be classic luxury goods, although many markets have a luxury sector, for example Automobile, Bottled Water, Coffee, Foods, Jewellery, Sound Systems (HiFi), Tea, Watches, Wine and Yacht.
Brand Loyalty: By keeping long term vision in mind to regain customer loyalty and overall brand image by retaining current customer...
Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them. Moreover, this increases brand loyalty and decreases brand switching to competitors. One’s memory consists of a network of associations and connecting links, and any association ever processed about a brand
Attitudinal indicators provide insight on why people patronize a product or service. They focus on understanding consumers’ preference, liking, and positive attitudes that are relatively stable over time. Attitudinal loyalty has also been used synonymously with psychological commitment (Lee et al., 2011, p. 4). Some have also proposed that an understanding of the strength of consumers' commitment provides insight on the distinction between truly loyal customers and those whose brand or place choice is more strongly influenced by situational factors such as the scarcity of alternatives, availability of other options, and involuntary choice (e.g., Pritchard et al., 1999). Accordingly, commitment involves some degree of affective attachment and is viewed as “a process through which individual's interests become attached to carrying out of socially organized patterns of behavior which express the needs of the individuals” (Lee et al., 2011, p. 4). It can also play a mediating role in the relationship between satisfaction and loyalty (e.g., Pritchard et al., 1999; Bloemer and Odekerken- Schröder, 2002). That is, positive evaluations of products and services foster commitment to a brand (i.e., resistance to change), which ultimately leads to consumer patronage (e.g., Pritchard et al.,
... all the existing meanings and definitions of brands are provided. The history and evolution of brands are also looked upon.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.
There are many description and theory of customer loyalty. We should research and compare which theory is suitable for our business.