Executive Chairman Of Prophet : Marketing Model

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

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

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

As a company, customer mentality is important for them to affect the volume of business. Brand loyalty is one of related issues of customer purchasing choices. FOONG YEE and YAHYAH (2008) stated that many companies, especially those in the sportswear industry try to enhance brand loyalty among their customers.

A company (in this case, a coffee shop) needs to establish a clear and consistent brand identity by communicating its brand attributes in a way that can be easily understood by prospective customers. One of the firm’s most valuable assets for improving marketing productivity is the customers’pre-existing knowledge of the brand from the firm’s investment in previous marketing programs (Keller, 1993). According to Keller (1993), the differential effect of brand knowledge upon customers’ response to brand marketing is known as brand equity. Brand equity is related to customer satisfaction and brand loyalty (Nam, Ekinci, and Whyatt, 2011). Customer satisfaction is a mediating variable between brand equity and brand loyalty, while brand loyalty itself is the biased (non-random) behavioral response (purchase) expressed over time by some decision-making unit with respect to one or more particular brands out of a set of brands and is a function of psychological processes (Jacoby, 1971). Considering the importance of brand equity in companies’ efforts to develop positive customer perception and win the tight competition in their industry by achieving customer satisfaction and loyalty, this study aims to investigate

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

Engel and Blackwell (1982) regard brand loyalty as the customers’ rreaction to preference, attitude and behavior towards one or more brands in a same product category for a long-lasting time. Assael(1992) and Keller(1993) defined brand loyalty as a preferable response towards a brand which leads to the repetitive action of purchasing over a period of time. While Gremler(1995) includes both attitude and behaviour into the scale of measurement of loyalty. Blanchard and Galloway (1994) and Heskett et al (1990) believed that customers assess the value gained from a transaction or service, thus resulting in customer satisfaction.. It is also related to the value expected from the transactions with competitors (Zeithaml et al., 1990). The relationship between customer satisfaction and customer loyalty is the most significant one in the business market on account of the implications for companies’ marketing environment and financial situations (Gupta and Zeithaml, 2006). The current studies identify customer satisfaction as an attitude describing consumers’ perceptions towards their purchasing experiences (Anderson and Salisbury 2003) while customer loyalty, as a result of customer satisfaction, is identified as a potential behaviour to

Brand loyalty is one of the hottest subjects in marketing today. Customer’s brand loyalty play an significant role in company’s development. There are a range of definitions of this term, but in this essay ‘brand loyalty’ refers to people being willing to buy products from the same manufacturer repeatedly rather than from other suppliers. More and more companies are tried to investing in optimizing the benefits of their brand externally and internally. Various researchers (Ballester and Aleman, 1999) refer that brand loyalty generates benefits like substantial entry barriers to competitors, better ability to respond to competitive threats, greater sales and revenues and the customers’ lower sensitivity to marketing efforts of competitors. The purpose of this essay is to help the entrepreneur to explore which factor can have important influence for customer’s brand loyalty. Clearly a study of this type is inevitably restricted by various constrains. Because customer’s brand loyalty has been influenced by many factors we can not illustrate all of them. The essay is structured as follows. The first section presents an example on the highly successful Apple company, analyzing the company’s approaches to encourage ‘brand loyalty’ among their customers. The second part focuses on factors distinguish which factors can have a significant influence on customer, make customers to try out products instead of remaining loyalty to brand.

1. Aaker, D. A., (1996) ‘Measuring Brand Equity Across Products and Markets’, California Management Review, 38 (3) pp.102-120

Simply, long-lasting customer loyalty is acquired when a customer is willing to come back to the organization from times to times to enjoy the products or services offered despite the availability of other organizations who offer the same kind of products or services. This is hard to acquire with just mere marketing. In fact, marketing creates an image for an organization to grab consumers’ attention the first time consumers catch glimpse of the organization. However, keeping them coming back requires the involvement of more factors, mostly the quality of the products or services.

A brand is a way for customers to identify goods and/or services that a company is providing and helps differentiate them from competitors, and their experience of the company and the products will reflect their brand equity (Kotler, Bowen, & Makens, 2014; Bailey & Ball, 2006). There are two definitions of a brand; the first is the product plus definition, where a brand is seen as an identifier for the product (Ambler & Styles, 1996). The second definition, which more relevant to today’s environment is the holistic view, where the brand includes all elements of the marketing mix and is not solely based on the product (Ambler & Styles, 1996). Keller defines brand equity as “the differential effect that consumer brand knowledge has on their response to marketing activity” (1999). A brand aims for positive brand equity so that consumers will choose their products/services over the competition and therefore increase their market share (Kotler et al., 2014; Rangaswamy, Burke, & Oliva, 1992).

In this paper, we conceptualize brand equity in accordance with Aaker (1991) and Keller (1993), using a consumer (or marketing) perspective (as opposed to a financial one). Brand equity is therefore referred to as consumer-based brand equity and defined as “the value consumers associate with a brand, as reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty”. This definition was adapted from Aaker (1991, p. 15). Aaker defined brand equity as a set of assets (or liabilities), and found brand awareness, brand associations, perceived quality and brand loyalty to be its four most important dimensions from a consumer perspective. Some empirical evidence supports the notion that these four are distinct dimensions of consumer-based brand equity. As per Aaker, we define brand awareness as “the ability of a potential

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.

Some analysts see brand as the promise of something. That something is intangible, but it could be a guarantee of quality, a sense of prestige, or of heritage. Everything the customer experiences in the process of evaluation, trial, purchase, and adoption is a verification of