Customer Loyalty and Brand Management

Customer Loyalty and Brand Management
Author: María Jesús Yagüe Guillén
Publisher: MDPI
Total Pages: 122
Release: 2019-09-23
Genre: Business & Economics
ISBN: 3039213350

Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Competitive Positioning

Competitive Positioning
Author: Richard D. Czerniawski
Publisher: Hudson House Publishing
Total Pages: 0
Release: 2010
Genre: Advertising
ISBN: 9781587769146

It takes healthy brands to succeed in today's chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an "age of sameness," where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. COMPETITIVE POSITIONING - BEST PRACTICES FOR CREATING BRAND LOYALTY empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand a brand that will connect emotionally with the heart, and remain uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning.

Harvard Business Review on Increasing Customer Loyalty

Harvard Business Review on Increasing Customer Loyalty
Author: Harvard Business Review
Publisher: Harvard Business Press
Total Pages: 234
Release: 2011
Genre: Business & Economics
ISBN: 1422162524

How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.

A Dictionary of Marketing

A Dictionary of Marketing
Author: Charles Doyle
Publisher: Oxford University Press, USA
Total Pages: 450
Release: 2011-03-24
Genre: Business & Economics
ISBN: 0199590230

Covers traditional marketing techniques and theories alongside the latest concepts, and acknowledges the increased importance of marketing in the customer-oriented environment.

Brand Intimacy

Brand Intimacy
Author: Mario Natarelli
Publisher: Hatherleigh Press
Total Pages: 357
Release: 2017-10-23
Genre: Business & Economics
ISBN: 1578266866

From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

Brand Loyalty in Bangladesh

Brand Loyalty in Bangladesh
Author: Dr. Md. Uzir Hossain Uzir
Publisher: Partridge Publishing Singapore
Total Pages: 241
Release: 2021-05-06
Genre: Technology & Engineering
ISBN: 1543764762

A brand is a valuable asset, and loyalty to a particular brand is the source of revenue and profitability of the business. Brand loyalty is significant for the business growth and expansion of companies in the electronics sector. A populated country, Bangladesh has a substantial expenditure on electronic appliances, and the demand for these household items increases over the period; however, customers are not always loyal to a particular brand. Marketing literature shows that customer satisfaction and brand confidence directly affect brand loyalty, and brand trust mediates their relationship. Due to the technological advance of social media, technology has an essential role in the customer's decision to buy household appliances. The existing literature has not focused on this massive demand for electronic appliances, customer satisfaction, loyalty, trust, and social media's significant role in consumer buying behavior. The book shoed the investigation of the effect of customer satisfaction and brand trust of electronic home appliances on brand loyalty and the mediating role of brand trust in customer satisfaction and trust relationship. The study also examined the extent to which customers believe social media information influences them. The study gathered data from 523 Bangladeshi respondents from Dhaka by conducting a survey. The data were analyzed with SPSS and CB-SEM (AMOS) for the hypothesis test. The findings revealed that customer satisfaction and brand trust significantly impact brand loyalty, and social media moderates those significant relationships. The result of the study contributed to the expectancy-disconfirmation theory, trust-commitment theory, brand loyalty theory, and theory of reasoned action by presenting empirically-based insight into customer satisfaction, brand trust, and brand loyalty constructs in electronic home appliances in Bangladesh. In addition, the results provided a practical insight into marketing and brand management. They suggested the practicing managers in developing product quality with customer preference, building trust through maintaining brand image and creating awareness among the customers, and considering the significance of social media and its usage. The research used probabilistic sampling techniques, both rural and urban customers, only a single home appliance, and PLS-SEM statistical tool for analysis. Future researchers could focus and include other variables such as price or advertising; consider loyalty separately, and use both urban and rural customers to have better predictions.

Panama's Low-Income Consumers' Brand Loyalty: Panamanian Consumers

Panama's Low-Income Consumers' Brand Loyalty: Panamanian Consumers
Author: Rossano V. Gerald
Publisher: Universal-Publishers
Total Pages: 192
Release: 2011-05-24
Genre:
ISBN: 1612337554

The research problem focused on Panama's low-income consumers' decision making process when shopping for consumer-products. The purpose of the research was to determine Panama's low-income consumers' consumption values, preferences, and loyalty towards a particular brand over another. The qualitative research method was employed in this study, and the data collection process consisted of observation and in-depth interview documents that were organized and categorized. The results of the study found that Panama's low-income consumers' brand preferences were widely varied and brand-loyalty behavior was influenced by consumers' knowledge, perceptions, and commitment towards a particular product and service provider. Recommendation for further study addressed the marketing strategy that could be used to identify consumers' consumption preferences and loyalty towards a particular brand.

Achieving Brand Loyalty in China through After-Sales Services

Achieving Brand Loyalty in China through After-Sales Services
Author: Alexander Fraß
Publisher: Springer
Total Pages: 329
Release: 2016-06-08
Genre: Business & Economics
ISBN: 3658143673

This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartz's individual level value theory is introduced as a beneficial operationalisation approach to cultural marketing. So, values are modelled as exogenous variables in order to show which ones are really causal. A total of 301 Chinese workshop customers were surveyed to assess the critical success factors of after-sales services via partial least squares structural equation modelling. After-sales services have become very important in the automobile industry. However, this area has not been sufficiently researched, particularly with regard to China, the most important car market globally.

The Effortless Experience

The Effortless Experience
Author: Matthew Dixon
Publisher: Penguin
Total Pages: 258
Release: 2013-09-12
Genre: Business & Economics
ISBN: 0698137582

Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality: Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service. If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees? The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver. The rewards are there for the taking, and the pathway to achieving them is now clearly marked.

The Effect of Antecedent Variables on Brand Loyalty Intentions in Context of Mobile Service Industry of Pakistan

The Effect of Antecedent Variables on Brand Loyalty Intentions in Context of Mobile Service Industry of Pakistan
Author: Faizan Khan
Publisher: GRIN Verlag
Total Pages: 78
Release: 2018-10-15
Genre: Business & Economics
ISBN: 3668817480

Academic Paper from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 4.0, Iqra University, course: Thesis 1 & 2, language: English, abstract: Customer equity, this notion was first introduced by in which they argued that the companies and organizations should considered customers as their any other financial asset and like other financial assets they should also be measured and maximized by the management. Later came up with the study on the same topic in more deeper perspective and states the definition of customer equity by uttering that, it is life time values which are discounted of the customers who belongs directly with the company and it is an outline which represents the main business of the firm that is their key business, which separates the identity of the company from others to its customers. The customer equity drivers or retention equity drivers are consist of value, brand and relationship equity. These customers’ equity drivers be contingent upon, customer’s perception and attitude the brand. In terms of Value equity the customer’s perceptions and attitude represents the rational and unbiased situation of the service or a product, which is mainly grounded upon the perception and attitude of the customers towards price of the product or service, its quality and luxury that the customer can enjoy in the market availability of product and service. In terms of Brand equity the situation is other way around, brand equity shows the, personal as well as immaterial point of view of the customer and their attitude towards the available product and service in the market. The inner feeling and attitudes of the customer towards the company’s product or service are insubstantial, the brand equity shows the sensitive attachment of customer with the product or service and irrational situation of the market availability which associates the customer with the brand or position of the market. As discussed fact that the inner concept of customer towards brand or service, attitude and behavior are personal and insubstantial, the brand equity of the product or service inclines to illustrate the sensitive and neutral characteristics, through which customer makes his association or relationship with the brand or market, however this relationship can be influenced by the life experience of the customer and with the memories that customer have with in his mind about the brand.