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Product or Brand? How Interrelationship between Customer Satisfaction and Customer Loyalty Work

Sandra Martisiute, Gabriele Vilutyte and Dainora Grundey

European Journal of Interdisciplinary Studies, 2010, issue 01

Abstract: The purpose of the article is based on the assumption that there is a theoretical link between brand satisfaction and consumer loyalty. The article includes brand satisfaction and loyalty research links in the theoretical studies. Based on the analysis of scientific literature, stated that the brand is a key factor, it generates customer satisfaction. The paper analyzes and summarizes Sivadas and Baker-Prewitt (2000), Vasquez - Parraga and Alonso (2000), Zamora et al (2004), Bravo et al (2005) and Rowley (2005), Torres-Moraga et al (2008) and other scientists’ research results, demonstrating satisfaction of brand impact on consumer loyalty. According to the summary methodological elements, a theoretical model is created on consumer satisfaction and loyalty link based on brand aspects.

Keywords: consumer satisfaction; consumer loyalty; preferences; product; brand; Lithuania (search for similar items in EconPapers)
JEL-codes: M31 P2 (search for similar items in EconPapers)
Date: 2010
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Handle: RePEc:jis:ejistu:y:2010:i:01:id:346