Choosing the most fitting social networks and focusing on creating brand awareness may not only help reinforce the brand in minds but also lead to brand loyalty.
Brand loyalty is : « A deeply held commitment to rebuy or repatronize a preferred product or service ». It is based upon perception, a consumer will continuously purchase a specific product because he or she perceives it as being better among the other products available. For instance, some people will always choose to buy a Channel lipstick over a Lime Crime one because of the assumed quality of a higher end product. A strong customer relationship is the cornerstone of marketing, in order to build customer value, satisfaction and eventually loyalty, independent brands must inform and engage customers. The customer value is a combination of quality, service and price. Consistently personal attention to potential and actual consumers from a company will nurture brand loyalty because it creates a connection.
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To go further, independent brands should focus on Twitter to improve their customer service since the platform is public and conversational. According to Social Bakers, more than 80 percent of customer service requests on social networks are happening on Twitter, customers are progressively turning to this specific platform to resolve their issues.
Brand loyalty is an essential element to develop for independent cosmetics brands. First, it represents a competitive advantage, with brand loyal customers companies do not have to spend a lot on the promotion of the product because loyal customers as mentioned earlier tend to recommend them online. As a result, the sales volume will also increase, which means that it will likely reduce the cost of production. These two elements will allow companies to invest resources
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.
Introduction. Customer loyalty is basically defined as a deep held commitment to re-buy or re-patronize a chosen product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior (Oliver, 1997). It is a main driver for customer retention, which, in its turn, represents a basic force that accumulates a customer base for the company. As the experience suggests, the presence of the customer base is a valuable asset, because a lot of statistical data and marketing researches have proved that it is harder and much more expensive to acquire a new customer rather than retain an existing one. In this aspect, any business without a focus on customer retention is left on market’s mercy: any market movements will affect the sales in a more intense manner. There is also a risk that your competitor may eventually satisfy the existing customer’s needs and take away a part of your market niche. Moreover, customer loyalty gives a sort of discretion to the company’s R&D policy and marketing strategy: you can try to introduce different features to your products, experiment with different types of ads, and no matter what the results would be, — the customers will stay stick to your production line. Of course, an organization does not have an absolute control over the loyalty of its customers, bec...
In recent years, the realms of marketing and public relations have changed. Branding has become an increasingly important tool for businesses. As described in Kleppner’s Advertising Procedure, attributes of a successful brand include recognition, differentiation, imagery, and the ability to link all brand communications to that brand (Lane, King, Russell, & Kleppner, 2005 p. 639). In 2016, branding also means having a strong presence on social media. Lisa Ostrowercha describes social media as another way “… for your brand to share its personality with the masses” (Ostrowercha, 2016).
The phrase Brand loyalty refers to consumers sticking with a brand out of feeling of commitment for that brand. "Consumers attachments to certain brands are so powerful that this loyalty is often considered as a product attribute in and of its self”(Solomon). Solomon’s quote, is showing the attachment that people feel when they purchase a product for a long time, and are still very happy with it, is a huge plus in its self. People enjoy the luxury of not having to scavenge around the supermarket in search of a new product. Brand loyalty is also very attractive to the companies since they enjoy their work being easier, and less costly. It is less expensive and less time consuming to keep old customers, rather than spend money and time advertising towards new ones. "Furthermore, companies with faithful customers tend to be less susceptible to economic down turns or new competitors"(Harrell).
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
Value is an integral part of marketing (Newman, 2015). If consumers are provided with goods and ideas of greater value by a business compared to its competitors, that have shown the businesses in depth market research taken in order to fulfill its consumer’s particular needs then it can create longer affiliations with the consumers due to the level of satisfaction and quality provided. Based on the concept of “Demand Chain Management” (Madhani, 2015).
A consumer might pay a bigger cost for the company's services or products due to an assurance to purchase the brand or a passive agreement. The path they bought should be identical to the company's status. Furthermore, companies always need to investigate whether channels are appropriate to marketing or not. Almost every today's companies adopt integrated multi-channel marketing such as social media. They can utilize one or more distribution channels in various ways. It can be sure that the higher the distribution channel, the higher the market place coverage.
Social media has opened the doors for brands to communicate with customers. It’s a channel dedicated to interaction and where influence thrives.
People in the field have used both attitudinal and behavioral measures to define and assess customer loyalty (Zeithaml, 2000). Loyalty, from an attitudinal stand point, implies a specific desire to continue a relationship with supplier and provider (Reza and Rehman, 2012). This means that a customer is loyal to a brand or firm if they have a positive and preferential attitude towards it. Whereas behavioral loyalty is when a customer repeatedly buys from the same company, (Reza and Rehman, 2012) thus the customer is faithful to the company. Oliver (1997) defined customer loyalty as “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior. According to Ahmed and Moosavi (2013) “brand loyalty is the customer’s willingness to stay with a brand when competitors come knocking with offers that would be considered equally attractive had not the consumer and brand shared a history.”Rahman, et al., (2010) and Deng, Lu, Wei, Zhang (2010), expressed that same notion. Furthermore, Reza and Rehman (2012) note that customer loyalty represents the repeat purchase and referring the company to other customers. They also stated that customer loyalty is a figure that may be measured directly by measuring the actual repeated sales to customers. Additionally, due to intense competition in the market place, businesses have increased efforts to implement the customer retention strategy in order to maximize the lifetime value of customers (Boshoff and du Plessis, 2009).It is important to note that Cheng et al. (2011) proposed that it is cost-effective to maintain existing customers than obtaining new ones. To this the authors proceeded to state that the cost of
Considering the rise of relationship marketing and the increasing interest in customer’s loyalty, brand loyalty concept requires further research. The shift from the transaction-focused marketing to relationship marketing provides a clear evidence of the passage from traditional brands to lifestyle brands (Grönroos, 1994). There is a concurrence that loyal consumers is the key for the future of the brands. Having loyal consumers provides better profits, word of mouth and improves the overall image of the brand. Moreover, loyalty offers the basis for competitive advantage, an advantage that can be realized through marketing (Dick and Basu 1994). A research has deliberated the causal link between lifestyle brands and consumers loyal behavior
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
There are many description and theory of customer loyalty. We should research and compare which theory is suitable for our business.
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.