Brand Loyalty Case Study

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4. Brand Loyalty: Aaker (1996) defined brand loyalty as the attachment of a customer to a brand. According to the attitudinal perspective, brand loyalty is defined as a deeply held commitment to re-buy a preferred product or service consistently in the future despite situational influences and marketing efforts having potential to cause switching behavior (Oliver, 1997).From the behavioral perspective Odin, Odin and Valette-Florence (2001) suggested that the customer who buys the brand systematically is considered loyal to this brand. Authors may differ in defining the brand loyalty but they all agree on the importance of focusing on loyal customers and trying to increase their number and their loyalty. Managers know that loyal customers do buy more with willingness to spend more, are easier to reach and act as an advocate for the brands’ firms (Chaudhuri and Holbrook, 2001; Odin, et al., 2001; Oliver, 1997).
Brand Equity and the Signaling Theory
Erdem and Swait (1998) criticized the work of Aaker (1991) and Keller (1993) as they neglected the
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Years ago firms used to depend upon popular bloggers and celebrities to create much notice for their brands but nowadays the effect of “everyday” consumers could have even larger impact on the equity of their brands (Wong, 2014).
WOM is defined as the “informal communication behavior about the experiences with specific services, products or the characteristics of the providers that the consumers exchange among each other” (Kiss and Bichler, 2008, p.2). The power of WOM could be positive or negative according to the degree of satisfaction or dissatisfaction of the consumer with the product/brand, and this positive power could have a positive impact on sales and market share (Kiss and Bichler,
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