Investigating Critical Success Factors of Brand Loyalty: A Meta-data Analysis Approach

Syahida Abd Aziz, Muhammad Shahar Jusoh and Mohammad Harith Amlus
Additional contact information
Syahida Abd Aziz: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, 01000 Kangar, Malaysia,
Muhammad Shahar Jusoh: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, 01000 Kangar, Malaysia,
Mohammad Harith Amlus: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, 01000 Kangar, Malaysia.

International Review of Management and Marketing, 2017, vol. 7, issue 3, 233-237

Abstract: Brand loyalty is a critical issue faced by organisations. It increases an organisation’s profits and market share. Overlooking brand loyalty among customers raises problems in retaining customers. Besides, retaining the existing customers is more cost efficient rather than gaining and attracting new customers. Thus, this paper explores the elements of brand management that influence customer brand loyalty. This paper conducts a meta-data analysis addressing this lacuna in the literature and helps researchers to understand the concepts and elements used to measure customer brand loyalty. The study found that product quality, brand service quality, brand value and brand image, among others are factors influencing brand loyalty. Brand loyalty can be conceptualized with measurable brand dimensions and tested in future empirical studies for model fitness.

Keywords: Brand Management; Brand Loyalty; Meta-data Analysis (search for similar items in EconPapers)
JEL-codes: M1 M3 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.econjournals.com/index.php/irmm/article/download/4919/pdf (application/pdf)
http://www.econjournals.com/index.php/irmm/article/view/4919/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2017-03-30

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().