Brand Loyalty- a Valuable Asset

Petruºcã Claudia-Ioana () and Brunello Adrian ()
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Petruºcã Claudia-Ioana: “Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics
Brunello Adrian: “Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 1, 1649-1654

Abstract: Brand loyalty represents a significant factor which leads to the development of business competitiveness and also it is one of the most frequently implemented marketing initiatives by the practitioners. The question of how loyalty develops has been subject to an abundance of research, leading to an expansive body of literature on loyalty determinants. This article focuses on brand loyalty as an important company asset. Defining the concept and typology of brand loyalty supports practitioners and researchers build successful relational marketing strategies.

Keywords: brand; loyalty; brand loyalty; brand equity. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:11:y:2011:i:1:p:1649-1654

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