Results 221 to 230 of about 7,513 (263)

Brand character as a function of brand loyalty

Current Psychology, 1992
This study investigated the relationship between self-image, brand image, and brand loyalty by asking whether people use products to enhance self-image. Subjects described themselves on an adjective checklist, then listed product brands to which they consider themselves loyal or not loyal.
Paula M. Tidwell, Dianne D. Horgan, Charles T. Kenny   +2 more
openaire   +1 more source

Celebrity endorsement, brand extension, brand loyalty

2012
Obiettivo del paper : l’articolo si prefigge di indagare l’effetto che il celebrity fit (ossia la consonanza fra la marca e il personaggio famoso utilizzato nella comunicazione pubblicitaria a sostegno di tale brand) puo esercitare sulla fedelta dei consumatori nei confronti di una marca protagonista di un’estensione.
BUSACCA, BRUNO GIUSEPPE, BERTOLI, GIUSEPPE   +1 more
openaire   +3 more sources

A Brand Loyalty Concept: A Comment

Journal of Marketing Research, 1974
Jacoby and Kyner [2] attempt to explain the phenomenon of brand loyalty by means of a causative definition which "provides some understanding of the causative factors underlying the development of brand loyalty" [3, p. 7]. This they fail to do. Their definition is expressed by a set of six necessary and collectively sufficient conditions.
openaire   +1 more source

Brand Loyalty of Customers in Smartphone Brands

Indian Journal of Marketing, 2017
The smartphone, one of the priceless contributions of mobile technology, has now resulted in a situation of cut throat competition between different handset manufacturers who are trying their level best to outsmart their competitors. Brand loyalty, which is a crucial factor influencing purchase decision of smartphone users, is assessed in this ...
S. Santhosh Kumar, Rahul P. Menon
openaire   +1 more source

Beyond brand loyalty: Brand sustainability

Journal of Marketing Communications, 2013
Historically, measures of brand value have focused on brand awareness, customer brand equity and measured brand loyalty. While useful, these generally provide little visibility for the future of the brand. A new measure, brand sustainability, is proposed, described and illustrated.
Don E. Schultz, Martin P. Block
openaire   +1 more source

Religious Brand Loyalty and Political Loyalties

Journal for the Scientific Study of Religion, 2000
Numerous works have detailed the breakdown of brand loyalty within society over the last forty years and its results. Whether examining political loyalties, religious loyalties, or loyalties to brands such as Lucky Strike cigarettes, each study has noted a lowering of traditional barriers to switchingbrands and the creation of a nation of individualist
openaire   +1 more source

An Examination of Attendee Brand Loyalty: Understanding the Moderator of Behavioral Brand Loyalty

Journal of Hospitality & Tourism Research, 2009
Retention of brand-loyal attendees induces deep commitment to an association meeting and great resistance to other conferences'marketing efforts, thereby contributing to high revenue and market share. This study provides additional information about the path from brand satisfaction to attitudinal brand loyalty (ABL) via brand trust through updated ...
Jin-Soo Lee, Ki-Joon Back
openaire   +1 more source

Brand Engagement and Brand Loyalty

2012
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement.
openaire   +1 more source

Does program loyalty induce brand loyalty

International Journal of Business Innovation and Research, 2021
Amit Shrivastava, Yogesh Funde
openaire   +1 more source

From Brand Loyalty to Customer Loyalty

1996
Customer loyalty is a concept central to many marketing plans, but defined by few. Many companies have embarked on ‘customer loyalty’ programmes without the understanding that loyalty is an objective rather than an activity — that loyalty results from investment in a total business system rather than just marketing communications.
openaire   +1 more source