Brand Loyalty Case Study

repurchase or otherwise continue using the brand and can be established by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy (Dick and Kunal, 1994). Brand loyalty is more than simple repurchasing, however, customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of possible alternatives, or out of convenience (Jones et al., 2002). Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high comparative attitude toward the brand which is then exhibited through repurchase behavior (Reichheld and Earl, 1990), (Reichheld, 1993). A second dimension, however, is whether the customer is committed to the brand. Philip …show more content…
Brand loyalty is viewed as multidimensional construct. It is determined by several different psychological processes and it entails multivariate measurements. Customers' Perceived value, Brand trust, Customers' satisfaction, Repeat purchase behavior and Commitment are found to be the key factors influencing brand loyalty. Commitment and Repeated purchase behavior are considered as necessary conditions for brand loyalty followed by Perceived value, satisfaction and brand trust (Punniyamoorthy and Prasanna, 2007). The most elaborate conceptual definition of brand loyalty was presented by Jacoby and Chestnut (1978). There are many operational definitions of brand loyalty. In general, brand loyalty can be defined as the strength of liking for a brand compared to other similar available options. This is often measured in terms of repeat purchase behavior or price sensitivity (Brandchannel.com, 2006). However, Bloemer and Kasper (1995) defined true brand loyalty as having six necessary conditions which …show more content…
A brand’s image is an essential factor of brand equity, (Aaker, 1991). Keller (1993) and shows differently the brand image, brand suggestions in addition to the favorability, might and exclusivity of these connotations. By keeping in view an image is emotionally constructed by the consumers few basic impressions selected from the lake of many Brands; it came into existence through an artistic course of action where the chosen impressions are expanded, inflated, and prepared. In making consumers release the likelihood of purchase of that brand will increase which flourish that they need it and make its variance identity form its opponents. By the public corporation or its manufactured goods which continuously holds a promising image, definitely increase a better position in the market, increase market share, workable competitive advantage, and or enactment (Park, Jaworski,&MacInnis, 1986). ). Even that numerous empirical findings established that a promising image (i.e. Brand, store/retail) will lead to loyalty (e.g. Koo, 2003; Kandampully & Suhartanto, 2000;). The brand image is