Annotated Bibliography: Brand Loyalty from a Multi-Faceted Perspective

Thus, companies seek to strengthen customer loyalty. Brand loyalty is considered to tilt the consumer to purchase the package / product specific brand (Jacoby and Chestnut, 1978). Later, Oliver (1997) defined loyalty as "a deeply held commitment to REBUY or repatronize preferred product / service consistently in the future, thereby causing repetitive same-brand or same brand set purchasing, despite situational influences and marketing activities, which would result in causing switching behavior "(p. 34). This conceptual definition covers two different aspects of loyalty: the behavioral. This is consistent with an integrated conceptual framework proposed by Dick and Basu (1994), that customer loyalty is regarded as a "power relationship between the relative position of the individual and repeat

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.

One of the reasons brand loyalty is hard to attain and keep today is consumers are finding the products they need and want. And those products most often are cheaper than brand products. Shoppers are smarter and better equipped to find deals that are best for their wallets.

As mentioned above, despite efforts, the products offered from competing firms are, in the customers mind, indistinguishable. This leads the customer to shop primarily on price making brand loyalty difficult. Attempts have been made to increase differentiation and loyalty through frequent flyer programs. Despite these attempts the product remains viewed as a commodity.

In the Marketing structure, each candidate offers a particular goal relating to the business model of the product or service, and in what particular manner where the business deal should be executed. Every layer of ethical marketing has dangerous factors that will be elaborated

The research results showed that product quality was not the strongest factor that led to brand loyalty but market inertia and that product quality was more likely to lead

characteristics of the setting in which the consumer consumes the service as well as everything that the

The relationship among factors that influence ethical behavior can be shown in a framework in which societal culture and norms, affect business culture and industry practices, affect corporate culture and expectations–all of which affect and are affected by personal moral philosophy and ethical behavior. Ultimately the nature and the principal of ethical marketing emerge. All the components have been discussed below in details: .2.1FACTORS: It includes the Societal Culture and Norms, Business Culture and Industry Practices and the Corporate Culture and

How do your kids stay organized during the school year? As for my kids, they have Mead Five Star products to help them. I share some ways on how your kids can keep organized all year long.

Text Exchange is a small online/smart phone textbook company. Their primary objective is to provide college students with the opportunity to buy and sell textbooks with the least amount of hassle as possible. They would like to gain market share as well as become a major player in the textbook sales/exchange industry. Currently there are two primary outlets to purchase textbooks: college book retailers and online book stores. There are many competitors in the textbook market and brand loyalty is difficult to overcome so we believe by having a product that differentiates itself from the others, we can really shine through. We have a highly motivated work force and an innovative idea. The price of the books sold

Reflecting these critical aspects of brand loyalty in advertising, and marketing in general, the study of brand loyalty has been represented in the literature for more than eight decades, since Copeland’s introduction of brand insistence in 1923 ( Jacoby and Chestnut 1978). Early research was primarily focused on the operational definition of behavioral aspects (i.e., repeated purchase) of brand loyalty, but starting with Jacoby and Chestnut (1978), brand loyalty has been studied in terms of both attitudinal and behavioral aspects. Linking attitudinal and behavioral loyalty, some recent efforts have provided significant conceptual frameworks that distinguish true brand loyalty from spurious brand loyalty (e.g., commitment: Odin, Odin, and Valette-Florence 2001; brand sensitivity: Bloemer and Kasper 1995; commitment and trust: Morgan and Hunt 1994). True brand loyalty can be conceptualized

In reality brands can exist forever if they are managed to stay in step with their target customers' unmet needs, preferences, wants and strive to exceed their expectations. Brand familiarity and execution are key to the longevity of any marketing strategy, and to attain this over time brand marketers must stay agile enough to shift with customer's needs, both actual and planned (Palmer, 2010). Consider Proctor & Gamble and their approach to branding soap over the last one hundred years, where the product itself was changing and continually improving yet the brand equity accumulated over decades of consistent execution (Srivastava, 2009). The ability of a brand to stay agile and take risks is also predicated on how much trust it has created and keeps fueling over time with its customer bases as well (Urde, 1994). A brand can survive over a very long time by concentrating on the customer first and their needs, making those the galvanizing force of the entire branding network (Sarkar, Singh, 2005).

The behavior in which a consumer keeps buying a product time and again instead of buying products from other competitive companies is called Brand Loyalty. Brand loyalty can often be termed as Customer Loyalty, Brand Commitment, Product Loyalty etc. Brand Loyalty is seen among consumers when they realize that the product is better than the other products that are available in the market. This affinity of a consumer towards a particular product is considered to be brand loyalty. Although, this consumer behavior is not limited to a simple repetition of a purchase, there is also a psychological reasoning behind the consumers’ affinity towards behavior.