A review of the literature on brand loyalty and customer loyalty
Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have been delved into by researchers as they are two very important dimensions in marketing. Brand Loyalty is a biased behavioral response expressed over a period of time.It implies a consistent repurchase...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
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2013
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| Online Access: | https://repo.uum.edu.my/id/eprint/16316/1/20.pdf |
| _version_ | 1825803684492083200 |
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| author | Ishak, Faridah Abd Ghani, Noor Hasmini |
| author_facet | Ishak, Faridah Abd Ghani, Noor Hasmini |
| author_sort | Ishak, Faridah |
| collection | UUM |
| description | Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have been delved into by researchers as they are two very important dimensions in marketing. Brand
Loyalty is a biased behavioral response expressed over a period of time.It implies a consistent
repurchase pattern of the brand as a result of positive affection towards the brand (Mellens, DeKimpe and Steenkamp, 1996).Brand loyalty theories suggested that loyalty to brands is the outcome of several factors comprising effective, behavioral and attitudinal dimensions.Customer loyalty as defined by Oliver is a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future despite situational influences and marketing efforts having the potential to cause switching behavior.This article discusses the difference between Brand Loyalty and Customer Loyalty and the methods used by researchers in academic research.
Brand Loyalty in marketing has been associated with a positive perception by consumers towards the brand while Customer Loyalty has been associated with the spending power of consumers induced by various loyalty programs.However research in both Brand Loyalty and Customer Loyalty uses the same multi-dimensional constructs of effective and behavioral approach. |
| first_indexed | 2024-07-04T06:01:20Z |
| format | Conference or Workshop Item |
| id | uum-16316 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:01:20Z |
| publishDate | 2013 |
| record_format | eprints |
| spelling | uum-163162016-04-18T04:40:33Z https://repo.uum.edu.my/id/eprint/16316/ A review of the literature on brand loyalty and customer loyalty Ishak, Faridah Abd Ghani, Noor Hasmini HF Commerce Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have been delved into by researchers as they are two very important dimensions in marketing. Brand Loyalty is a biased behavioral response expressed over a period of time.It implies a consistent repurchase pattern of the brand as a result of positive affection towards the brand (Mellens, DeKimpe and Steenkamp, 1996).Brand loyalty theories suggested that loyalty to brands is the outcome of several factors comprising effective, behavioral and attitudinal dimensions.Customer loyalty as defined by Oliver is a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future despite situational influences and marketing efforts having the potential to cause switching behavior.This article discusses the difference between Brand Loyalty and Customer Loyalty and the methods used by researchers in academic research. Brand Loyalty in marketing has been associated with a positive perception by consumers towards the brand while Customer Loyalty has been associated with the spending power of consumers induced by various loyalty programs.However research in both Brand Loyalty and Customer Loyalty uses the same multi-dimensional constructs of effective and behavioral approach. 2013-12-11 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/16316/1/20.pdf Ishak, Faridah and Abd Ghani, Noor Hasmini (2013) A review of the literature on brand loyalty and customer loyalty. In: Conference on Business Management Research 2013, December 11, 2013, EDC, Universiti Utara Malaysia, Sintok. |
| spellingShingle | HF Commerce Ishak, Faridah Abd Ghani, Noor Hasmini A review of the literature on brand loyalty and customer loyalty |
| title | A review of the literature on brand loyalty and customer loyalty |
| title_full | A review of the literature on brand loyalty and customer loyalty |
| title_fullStr | A review of the literature on brand loyalty and customer loyalty |
| title_full_unstemmed | A review of the literature on brand loyalty and customer loyalty |
| title_short | A review of the literature on brand loyalty and customer loyalty |
| title_sort | review of the literature on brand loyalty and customer loyalty |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/16316/1/20.pdf |
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