A Study on Customer Loyalty as a Determinant for Harnessing Power Brands

Rajshree Panda and Deepa Kapoor
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Rajshree Panda: Amity University, Noida, India
Deepa Kapoor: Amity University, Noida, India

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2016, vol. 7, issue 3, 34-49

Abstract: Power brand is a new topic in the field of branding that has started to attract researcher's attentions yet; it is still mostly discussed in the non-academic field. Consumer loyalty has always been the central topic in marketing. These two concepts are the focuses of this research. The main subject of this research is to explore the drivers of power brand its effect and influence on customer loyalty. Even though there are few articles related to power brand, so far no quantitative research has been conducted. This study aims at identifying the factors which contribute strong brand positioning which impact customer loyalty and drivers of power brand. This study starts with examining the relevant literatures of branding, consumer behavior. Then, the hypotheses and research model are proposed based on theories. The study suggests respondents consider Power brands setting a differentiating approach to beat the competition and respondents normally have a positive past experience with the brand associated.

Date: 2016
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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