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Brand Loyalty- a Valuable Asset

Author

Listed:
  • Petruºcã Claudia-Ioana

    (“Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics)

  • Brunello Adrian

    (“Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics)

Abstract

Brand loyalty represents a significant factor which leads to the development of business competitiveness and also it is one of the most frequently implemented marketing initiatives by the practitioners. The question of how loyalty develops has been subject to an abundance of research, leading to an expansive body of literature on loyalty determinants. This article focuses on brand loyalty as an important company asset. Defining the concept and typology of brand loyalty supports practitioners and researchers build successful relational marketing strategies.

Suggested Citation

  • Petruºcã Claudia-Ioana & Brunello Adrian, 2011. "Brand Loyalty- a Valuable Asset," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1649-1654, May.
    • Handle: RePEc:ovi:oviste:v:11:y:2011:i:1:p:1649-1654
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    More about this item

    Keywords

    brand; loyalty; brand loyalty; brand equity.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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