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Investigating Critical Success Factors of Brand Loyalty: A Meta-data Analysis Approach

Author

Listed:
  • Syahida Abd Aziz

    (School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, 01000 Kangar, Malaysia,)

  • Muhammad Shahar Jusoh

    (School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, 01000 Kangar, Malaysia,)

  • Mohammad Harith Amlus

    (School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, 01000 Kangar, Malaysia.)

Abstract

Brand loyalty is a critical issue faced by organisations. It increases an organisation’s profits and market share. Overlooking brand loyalty among customers raises problems in retaining customers. Besides, retaining the existing customers is more cost efficient rather than gaining and attracting new customers. Thus, this paper explores the elements of brand management that influence customer brand loyalty. This paper conducts a meta-data analysis addressing this lacuna in the literature and helps researchers to understand the concepts and elements used to measure customer brand loyalty. The study found that product quality, brand service quality, brand value and brand image, among others are factors influencing brand loyalty. Brand loyalty can be conceptualized with measurable brand dimensions and tested in future empirical studies for model fitness.

Suggested Citation

  • Syahida Abd Aziz & Muhammad Shahar Jusoh & Mohammad Harith Amlus, 2017. "Investigating Critical Success Factors of Brand Loyalty: A Meta-data Analysis Approach," International Review of Management and Marketing, Econjournals, vol. 7(3), pages 233-237.
    • Handle: RePEc:eco:journ3:2017-03-30
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    References listed on IDEAS

    as
    1. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    2. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    3. Yu-TeTu Yu-TeTu & Tan-Kui Hsu, 2013. "The Impact of Brand Image and Customer Commitment on Loyalty: An Empirical Study of Automobile Sector," Information Management and Business Review, AMH International, vol. 5(4), pages 181-193.
    4. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
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    Cited by:

    1. Abdelbaset M. Alkhawaldeh & Bilal Mohammad Eneizan, 2018. "Factors Influencing Brand Loyalty in Durable Goods Market," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 326-339, January.
    2. Feeney, Roberto Juan & Harmath, Pedro & Clay, Pablo Mac, 2020. "Brand Loyalty in Argentine Commercial Crop Seed Markets," International Journal of Agricultural Management, Institute of Agricultural Management, vol. 9, April.

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    More about this item

    Keywords

    Brand Management; Brand Loyalty; Meta-data Analysis;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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