BRAND LOYALTY AND LOYALTY PROGRAMS; A LITERATURE REVIEW

Elvira Tabaku () and Mirela Zerellari (Mersini) ()
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Elvira Tabaku: “Aleksander Xhuvani” University, Elbasan, Albania
Mirela Zerellari (Mersini): “Aleksander Xhuvani” University, Elbasan, Albania

Romanian Economic Business Review, 2015, vol. 10, issue 2, 71-86

Abstract: Global and competitive markets have led businesses to cope with many challenges. Technology development has brought many businesses to deal with advantages which last less than before. It becomes increasingly difficult for a company to differentiate its products as they are perceived as easily imitable and fairly standard. Brand and brand loyalty come as a solution for creating a strong and long term competitive advantage for any business. The main objective of this paper is to examine the construct of brand, brand loyalty and loyalty programs. It uses secondary data from the existing literature to describe the significance of each of these constructs and their implementation on the business. It explains the benefits derived for the businesses and customers from having a strong brand and creating and developing brand loyalty. It also describes the use of loyalty programs and the benefits derived from these programs. The findings demonstrate that brand and brand loyalty are important means on the activities of today businesses. They should be studied thoroughly and empirically not only in developed but also on developing countries and in different sector of the economy. Loyalty programs should be applied properly in order to gain profitability.

Keywords: brand; brand loyalty; behavioral loyalty; attitudinal loyalty; loyalty programs (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (3)

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