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Brand Loyalty And Loyalty Programs; A Literature Review

Author

Listed:
  • Elvira Tabaku

    (“Aleksander Xhuvani” University, Elbasan, Albania)

  • Mirela Zerellari (Mersini)

    (“Aleksander Xhuvani” University, Elbasan, Albania)

Abstract

Global and competitive markets have led businesses to cope with many challenges. Technology development has brought many businesses to deal with advantages which last less than before. It becomes increasingly difficult for a company to differentiate its products as they are perceived as easily imitable and fairly standard. Brand and brand loyalty come as a solution for creating a strong and long term competitive advantage for any business. The main objective of this paper is to examine the construct of brand, brand loyalty and loyalty programs. It uses secondary data from the existing literature to describe the significance of each of these constructs and their implementation on the business. It explains the benefits derived for the businesses and customers from having a strong brand and creating and developing brand loyalty. It also describes the use of loyalty programs and the benefits derived from these programs. The findings demonstrate that brand and brand loyalty are important means on the activities of today businesses. They should be studied thoroughly and empirically not only in developed but also on developing countries and in different sector of the economy. Loyalty programs should be applied properly in order to gain profitability.

Suggested Citation

  • Elvira Tabaku & Mirela Zerellari (Mersini), 2015. "Brand Loyalty And Loyalty Programs; A Literature Review," Romanian Economic Business Review, Romanian-American University, vol. 10(2), pages 71-86, June.
    • Handle: RePEc:rau:journl:v:10:y:2015:i:2:p:71-86
    as

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    File URL: http://www.rebe.rau.ro/RePEc/rau/journl/SU15/REBE-SU15-A6.pdf
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    References listed on IDEAS

    as
    1. Bridson, Kerrie & Evans, Jody & Hickman, Melissa, 2008. "Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 364-374.
    2. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    3. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Steluta Todea & Adriana AnaMaria Davidescu & Nicolae Al. Pop & Tanase Stamule, 2022. "Determinants of Student Loyalty in Higher Education: A Structural Equation Approach for the Bucharest University of Economic Studies, Romania," IJERPH, MDPI, vol. 19(9), pages 1-19, May.
    2. Koech, Alex Kipkorir & Buyle, Sven & Macário, Rosário, 2023. "Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice - Moderating effect of frequent-flyer programs," Journal of Air Transport Management, Elsevier, vol. 107(C).
    3. Feeney, Roberto & Harmath, Pedro & Ramoni-Perazzi, Josefa & Clay, Pablo Mac, 2022. "Relationship between brand and dealer loyalty in the agricultural equipment market," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.

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