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    Antecedents and consequences of brand loyalty

    Gupta, S. and Schivinski, Bruno and Brzozowska-Woś, M. (2017) Antecedents and consequences of brand loyalty. Handel Wewnętrzny 5 (370), pp. 200-212. ISSN 0438-5403.

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    Abstract

    The objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to the combination of various antecedents, with premium loyalty being considered the most desirable. Apart from summarizing the literature on brand loyalty, this review has practical implications for marketing managers. Customer expectations at each stage of the customer decision process must be understood, and therefore combined with the various antecedents to incite premium loyalty. Managers must apply not just behavioural but also affective components in their marketing strategies to achieve optimal results.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): brand loyalty, antecedents of loyalty, consequences of loyalty
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 23 Nov 2017 07:39
    Last Modified: 23 Nov 2017 07:39
    URI: http://eprints.bbk.ac.uk/id/eprint/20329

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