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The impact of marketing
The impact of marketing
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1. Lau, Geok Theng, and Sook Han Lee. "Consumers' trust in a brand and the link to brand loyalty." Journal of Market-Focused Management 4.4 (1999): 341-370.
2. Krishnamurthi, Lakshman, and Sethuraman P. Raj. "An empirical analysis of the relationship between brand loyalty and consumer price elasticity." Marketing Science 10.2 (1991): 172-183.
3. Chaudhuri, Arjun, and Morris B. Holbrook. "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty." The Journal of Marketing (2001): 81-93.
4. Bloemer, JoséM M., and Hans DP Kasper. "The complex relationship between consumer satisfaction and brand loyalty." Journal of economic psychology 16.2 (1995): 311-329.
5. Tucker, William T. "The development of brand loyalty." Journal of Marketing Research (1964): 32-35.
6. Delgado-Ballester, Elena, and José Luis Munuera-Alemán. "Brand trust in the context of consumer loyalty." European Journal of Marketing 35.11/12 (2001): 1238-1258
7. Gommans, Marcel, Krish S. Krishnan, and Katrin B. Scheffold. "From brand loyalty to ...
Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
Fletcher, K. P., & Peters, L. D. (1997). Trust and Direct Marketing Environments: A Consumer Perspective. Journal of Marketing Management, 13(6), 523-539.
Consumers with brand loyalty are indifferent with too many choices in shopping as they tend to ignore other brands and chooses product from their preferred brand.
Sharifi, S. S., & Esfidani, M. R. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance. International Journal of Retail & Distribution Management, 42(6), 553-575. doi:10.1108/IJRDM-05-2013-0109
Uncles, MD, Dowling, GR & Hammond, K, 2003, Customer Loyalty and Customer Loyalty Programs, Journal of Consumer Marketing, vol.20, no. 4, pp. 294-316
Burns, A. & Bush, R. 1998, Marketing Research (2nd Ed.), Prentice Hall Inc., New Jersey
Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (9th ed.). New York: McGraw-Hill Irwin.
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
The brand equity is intangible, but represents the perception of a brand from customers, sales can represent the effect of a certain marketing strategy over a short period, but the brand equity is not about short-term revenue (Ha, 2011). Companies seek to maintain at all time a high level of brand equity when expending, marketers in the sportswear industry monitor the level off the factors to understand where their brand stands and where they should focus according to the results for a long term performing brand (Sriram, Balachander, & Kalwani, 2007). These metrics have created new data for the marketers such as the Customer Lifetime Value (CLV) which is the current value of future cash flows of a customer during his relationship with the company (Stahl, Heitmann, Lehmann, & Neslin, 2012). The CLV is highly related with the customer loyalty, when expanding their marketing strategies, brands need to retain their base of customer, the physical evidence of it are the loyalty programs (Steinhoff & Palmatier, 2016). Customers are more likely to be loyal to a brand if they own a loyalty card, particularly in the retailing industry, it develops a sense of belonging from customers (Beck, Chapman, & Palmatier,
In the following of this essay, the importance of branding and brand loyalty would be discussed in theory firstly, and further analysis would be made on them separately, supporting by examples of Virgin Atlantic airway. Finally, a conclusion will be given out.
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.
we would be tempted to believe that is a simple, linear relation between satisfaction and loyalty. According the research of (Jones & Sasser Jr., 1995) , relation satisfaction and loyalty is different according to time and circumstances. Unless they are totally satisfied, there is always a chance you will see your customers be lured away (Jones & Sasser Jr., 1995).