The effect of brand personality and brand satisfaction on brand loyalty: a conceptual paper
Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most impor...
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2015
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my.utm.604572021-08-04T04:53:46Z http://eprints.utm.my/id/eprint/60457/ The effect of brand personality and brand satisfaction on brand loyalty: a conceptual paper Roustasekehravani, Alireza Abdul Hamid, Abu Bakar Abdul Hamid, Ali HD28 Management. Industrial Management Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company’s fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers and marketers for the better understanding of their market and also help them to better serve the needs and wants of their potential customers. This article is next established into specific research hypotheses for future studies. Macrothink Institute 2015 Article PeerReviewed Roustasekehravani, Alireza and Abdul Hamid, Abu Bakar and Abdul Hamid, Ali (2015) The effect of brand personality and brand satisfaction on brand loyalty: a conceptual paper. Journal Of Management Research, 7 (2). pp. 10-26. ISSN 1941-899X http://dx.doi.org/10.5296/jmr.v7i2.6924 |
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HD28 Management. Industrial Management Roustasekehravani, Alireza Abdul Hamid, Abu Bakar Abdul Hamid, Ali The effect of brand personality and brand satisfaction on brand loyalty: a conceptual paper |
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Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company’s fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers and marketers for the better understanding of their market and also help them to better serve the needs and wants of their potential customers. This article is next established into specific research hypotheses for future studies. |
format |
Article |
author |
Roustasekehravani, Alireza Abdul Hamid, Abu Bakar Abdul Hamid, Ali |
author_facet |
Roustasekehravani, Alireza Abdul Hamid, Abu Bakar Abdul Hamid, Ali |
author_sort |
Roustasekehravani, Alireza |
title |
The effect of brand personality and brand satisfaction
on brand loyalty: a conceptual paper |
title_short |
The effect of brand personality and brand satisfaction
on brand loyalty: a conceptual paper |
title_full |
The effect of brand personality and brand satisfaction
on brand loyalty: a conceptual paper |
title_fullStr |
The effect of brand personality and brand satisfaction
on brand loyalty: a conceptual paper |
title_full_unstemmed |
The effect of brand personality and brand satisfaction
on brand loyalty: a conceptual paper |
title_sort |
effect of brand personality and brand satisfaction
on brand loyalty: a conceptual paper |
publisher |
Macrothink Institute |
publishDate |
2015 |
url |
http://eprints.utm.my/id/eprint/60457/ http://dx.doi.org/10.5296/jmr.v7i2.6924 |
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1707765865584263168 |
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13.18916 |