Add to ORKGInternational audienceBrand loyalty is a marketers' Holy Grail. And so it always will be, writes this French academic. One of the reasons is that as long as they try to win consumers' loyalties by restricting choices, marketers will only succeed in encouraging consumers to try and experiment with as many brands as possible. Paradoxically, loyalty can best be obtained by allowing consumers to make as many choices as they wish to make
The conventional wisdom holds that consumers’ brand loyalty is a function of their perceived brand p...
It is becoming increasingly difficult to ignore the role of brand loyalty in today’s competitive mar...
Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have bee...
International audienceBrand loyalty is a marketers' Holy Grail. And so it always will be, writes thi...
The marketing field first took an interest in brand loyalty on an academic level through Copeland’s ...
International audienceIn current highly competitive environments, improving consumers’ loyalty to br...
Brand loyalty is a concept that has garnered considerable interest over recent years from both marke...
Brand loyalty is no longer a new concept but the importance of brand loyalty could never be overstat...
Modern competitive business environment makes gaining and retaining competitive advantage more and m...
International audienceA common managerial belief indicates that brand loyalty declines over the year...
Brand loyalty is becoming increasingly important for brands in the competitive market. To get brand ...
Since Day (1968) and Dick & Basu (1994) the possibility that true loyalty can be distinguished from ...
International audienceThis research examines long-term loyalty change in a wide variety of FMCG cate...
Consumers’ brand-switching behavior, or the non-sustainability of consumer loyalty to a brand,...
Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing...
The conventional wisdom holds that consumers’ brand loyalty is a function of their perceived brand p...
It is becoming increasingly difficult to ignore the role of brand loyalty in today’s competitive mar...
Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have bee...
International audienceBrand loyalty is a marketers' Holy Grail. And so it always will be, writes thi...
The marketing field first took an interest in brand loyalty on an academic level through Copeland’s ...
International audienceIn current highly competitive environments, improving consumers’ loyalty to br...
Brand loyalty is a concept that has garnered considerable interest over recent years from both marke...
Brand loyalty is no longer a new concept but the importance of brand loyalty could never be overstat...
Modern competitive business environment makes gaining and retaining competitive advantage more and m...
International audienceA common managerial belief indicates that brand loyalty declines over the year...
Brand loyalty is becoming increasingly important for brands in the competitive market. To get brand ...
Since Day (1968) and Dick & Basu (1994) the possibility that true loyalty can be distinguished from ...
International audienceThis research examines long-term loyalty change in a wide variety of FMCG cate...
Consumers’ brand-switching behavior, or the non-sustainability of consumer loyalty to a brand,...
Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing...
The conventional wisdom holds that consumers’ brand loyalty is a function of their perceived brand p...
It is becoming increasingly difficult to ignore the role of brand loyalty in today’s competitive mar...
Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have bee...