Brand loyalty is one of the most-cited concepts in marketing literature, and both academic\nand practitioners have accepted the range of benefits derived from it. Today, brand loyalty\nplays a vital part in strategic management. It is surely true that the loyalty to the brand is\namongst the most important company�s fundamental tactics in order to acquire a maintainable\ncompetitive advantage. In order to get an understanding of brand loyalty, a discussion about\nthe development of brand loyalty has been carried out in the following sections. The first\nsection is about the different perspective of measurement of brand loyalty because of some\nargument in marketing literature and then second section is concerning potential antecedent\nof brand loyalty. This paper suggests a conceptual model to more understand the role of brand\npersonality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers\nand marketers for the better understanding of their market and also help them to better serve\nthe needs and wants of their potential customers. This article is next established into specific\nresearch hypotheses for future studies.
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