The effect of brand positioning on costumer loyalty: An empirical study of the Iberdrola case
This paper analyses the effect of brand positioning on customer loyalty. Based on data of a survey of clients of the energy utility Iberdrola, the study measures the loyalty effect of the company’s perceived positioningFor this purpose, a positioning model of the company and its main competitors is...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2002-12-01
|
| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2002&v=2&n=2&o=5 |
| Summary: | This paper analyses the effect of brand positioning on customer loyalty. Based on data of a survey of clients of the energy utility Iberdrola, the study measures the loyalty effect of the company’s perceived positioningFor this purpose, a positioning model of the company and its main competitors is developed, as well as a set of loyalty indicators of the company’s clients. The regression analysis show a significant effect of the dimensions of the company’s positioning on the set of loyalty indicators. The results of the study emphasize the importance of brand positioning in the context of customer loyalty management. |
|---|---|
| ISSN: | 1131-6837 1988-2157 |