Marketing Management Brand Loyalty - 1913 Words

The primary focus of this research is to develop and understanding the reasons for brand loyalty, as there is a literature gap in this area of marketing management. A lot of researches been done in the past on the benefits of brand loyalty but there is a literature gap on how an organisation can build brand loyalty. The literature of market is still debating of what compromises brand loyalty (Chaudhuri Holbrook, 2001). The literature review analyses the general theories surrounding the concept of brand loyalty in previously adapted marketing management guidance, marketing science and the human communication researches with an indication as how understanding the factors contributing brand loyalty can actually help organisations to build brand loyalty amongst consumers. The sources used for the literature review are journal of management, information quarterly, textbooks, academic blogs, and official website publications. The structure of literature review begins with of definition of brand loyalty and then moves to the general theories surrounding factors contributing for brand loyalty d then a focused research on Apple’s achievement of brand loyalty. Brand Loyalty According to Bennett, Brand Loyalty has been existence since the 1920’s (Bennett Rundle-Thiele, 2002). Brand loyalty can simply be defined as the prejudiced behavioural purchase by consumers over the time with respect of one brand in comparison of other brands with similar functions due to psychologicalShow MoreRelatedResearch Proposal on Brand Loyalty in Mobile Phone Market1416 Words   |  6 PagesI. Introduction 1. Problem Statement A number of papers have discussed about the factors that influence a consumer’s brand loyalty, such as An empirical model for brand loyalty measurement (Punniyamoorthy, M and Prasanna Mohan Raj, 2007), or â€Å"The relation between Brand Loyalty, Product Involvement and Information Search† (Ai Lin Lim, 1999). Although both of the researches mentioned above reached some conclusions about their topics, it is our initial assumption that these conclusions will beRead MoreBrand Management; Influence on Consumers’ Behaviour and Satisfaction1103 Words   |  5 Pagesimage. As a result, companies create own brands. According to American Marketing Association (2013), a brand is â€Å"a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers.† Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of cre ating distinction and building loyalty has known as a brand management (Hislop, 2001). For instance when someoneRead MoreThe main concept of brand loyalty has been approached from three different factors which is600 Words   |  3 PagesThe 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 criticizedRead MoreCase Study on LOreal Essay1636 Words   |  7 PagesExecutive Summary L’Oreal was the world largest French-based cosmetic company, achieved successfully in global marketing with businesses in East and Western Europe, North America, Latin America, Asia and some other countries. 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The concepts he bases his CustomerRead MoreTrue Brand Loyalty1659 Words   |  7 Pagesconsumers that will switch brands or products as soon as the feel the need to do so. What companys look for in this consumer environment is creating a so-called brand loyalty. This paper will explore the ways companies go about in creating this brand loyalty and it will investigate the circumstances and effects that come with it. It will start of by thoroughly explaining what brand loyalty exactly is. After that an overview of key success factors stimulating brand loyalty will be given and we willRead MoreWhy Customer Loyalty Should Influence Marketing Strategy1375 Words   |  6 PagesThe concept of Customer Loyalty can be seen in the work of Deming in his TQM model but the modern more detailed definition was derived from the work of Storbacka, Strandvik, and Gronroos (1994) in the area of service quality models. Relationship marketing places great emphasis on customer lifetime value. The conventional wisdom suggest that loyal customers are the most profitable but recent work by Heiner Evanschitsky and John Glanfield, both now at Aston Business School suggests that this may notRead MoreInternational Journal Of Contemporary Hospitality Management Essay15 40 Words   |  7 Pagesimportance of branding as an undeniable tools for marketing strategy. (O Neill and Matilla 2010) I strongly agree with this statement because brand creates tremendous persuasive appeal and positive perception in the mind of customer which drive them to buy service from branded company rather than unknown non branded company or organization. Event though another article which was published in 2011 (Yoo, M., Lee, S., Bai, B. (2011). Hospitality marketing research from 2000 to 2009: topics, methodsRead MoreQuestions On Customer Knowledge Management Essay1211 Words   |  5 Pages2.2. Brand Exploratory 2.2.1 Customer knowledge As the core of the customer knowledge management, the customer knowledge is created the intellectuals of both businesses and customers. To improve the product innovation, which is including the customer s consumption preferences, the channel of consumption, and the nature of consumption (Lin, Che, Ting, 2012). People through the regularity of customers behavior realize customer knowledge (Dholakia, Kahn, Reeves, Rindfleisch, Stewart, Taylor,Read MoreMarketing Strategy Of Tesco Direct1656 Words   |  7 PagesAfter two years Tesco introduced their loyalty program with steady growth, Tesco moved to another marketing strategy, which is Tesco Direct and Tesco.com. Tesco Direct is a platform to sell home electrical, sports, beauty, toys, entertainment, books, etc. The positioning and message in the main page of Tesco Direct (Figure 1.0) is very clear and significant. When viewer click into the organisation’s website, the first sight is fall on the homepage. Homepage can decide how truly the viewers are engaging