EBK MINDTAPV2.0 CONTEMPORARY MARKETING,
17th Edition
ISBN: 9781337091022
Author: Kurtz
Publisher: VST
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Chapter 9, Problem 7ALR
Summary Introduction
To discuss: A brand to which Person X is loyal with reason and the factor which can change the loyalty.
Brand loyalty refers to how strong the consumers are attached to the product of a brand.
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Brand loyalty is regarded as an important indicator of success in the marketplace for nearly a century. Businesses enjoy several benefits through loyalty, such as reduced marketing costs and less price sensitivity, which provide the organization with a significant competitive advantage. Behavioural, attitudinal and mixed measures frequently identify positive feelings and satisfaction as prominent antecedents of brand loyalty. Consumer with these positive feelings may come together and form brand communities and act as an advocate for the brand. The reasons behind this behaviour (forming a brand community) are seldomly discussed in previous literature. Therefore, this study tries to investigate the reasons of forming a brand community (coming together with other consumers of the brand).
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