ANALYSIS OF BEHAVIORAL AND EMOTIONAL BRAND LOYALTY IN THE INDUSTRIAL MARKET OF DRY CONSTRUCTION MIXES

Nikulina A. P. () and Lukina A. V. ()
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Nikulina A. P.: Plekhanov Russian University of Economics
Lukina A. V.: Plekhanov Russian University of Economics

Annals of marketing-mba, 2020, vol. 2

Abstract: The article provides a comprehensive analysis of consumer loyalty to the brand of a company operating on the market of building mixes. The behavioral component of loyalty was studied on the basis of a joint ABC-XYZ, the emotional component was studied by a customer survey. Comparing the results of the study of the behavioral and emotional components of loyalty allowed us to comprehensively assess the loyalty of consumers to the brand under study.

Keywords: branding; behavioral and emotional loyalty; industrial market; consumer confidence; long-term relationship. (search for similar items in EconPapers)
JEL-codes: L14 M3 (search for similar items in EconPapers)
Date: 2020
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