Abstract
Role of Brand Loyalty in Building Bran Equity: A Comparative Study of Consumer Involvement Levels
Highlights
Building superior relationship between customer and company is one of the proven victorious marketing strategies (Oh & Fiorito, 2002)
We divided data into two portions based on consumer high involvement brand (HIB) iPhon and low involvement brand (LIB) Lux, to measure the difference
Brand trust, perceived quality and customer satisfaction are key aspects under study to explore their impact on building brand loyalty
Summary
Building superior relationship between customer and company is one of the proven victorious marketing strategies (Oh & Fiorito, 2002). Companies are employing their maximum efforts to establish good brands to compete in market for survival, using marketing as a process of gathering customers very strongly around brands, and building brand loyalty through meeting needs and. Brand loyalty assists in a better way to understand the relationship between brands and customers, in marketing management brand loyalty is one of the important objectives especially for consumer goods (Touzani & Temessek, 2009). Repeat purchase of brand by loyal customers, enhances market share for particular brand (Aaker, 1996)
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