IDEAS home Printed from https://ideas.repec.org/a/rau/journl/v10y2015i2p71-86.html
   My bibliography  Save this article

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

    Download full text from publisher

    File URL: http://www.rebe.rau.ro/RePEc/rau/journl/SU15/REBE-SU15-A6.pdf
    Download Restriction: no
    ---><---

    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)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    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. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Koll, Oliver & von Wallpach, Sylvia, 2014. "Intended brand associations: Do they really drive consumer response?," Journal of Business Research, Elsevier, vol. 67(7), pages 1501-1507.
    2. Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
    3. S. Hossein Jalali & Ghadir Shakiba Jamalabad, 2014. "Media E-Branding and its Antecedents: A Case from Iranian Online News Agencies," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 8(2), pages 70-78, Fall.
    4. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    5. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    6. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    7. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    8. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    9. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    10. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    11. Ella Ward & Song Yang & Jenni Romaniuk & Virginia Beal, 2020. "Building a unique brand identity: measuring the relative ownership potential of brand identity element types," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 393-407, July.
    12. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
    13. Brahim Idir, 2018. "L’impact des bénéfices perçus des programmes de fidélisation sur la fidélité à l’enseigne : le rôle médiateur de la fidélité au programme de fidélité," CEPN Working Papers 2018-03, Centre d'Economie de l'Université de Paris Nord.
    14. Maggioni, Isabella, 2016. "What drives customer loyalty in grocery retail? Exploring shoppers' perceptions through associative networks," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 120-126.
    15. Nenycz-Thiel, Magda & Romaniuk, Jenni, 2016. "Understanding premium private labels: A consumer categorisation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 22-30.
    16. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    17. Ellis, Dana & Scassa, Teresa & Séguin, Benoit, 2011. "Framing ambush marketing as a legal issue: An Olympic perspective," Sport Management Review, Elsevier, vol. 14(3), pages 297-308, August.
    18. Kristina Ročkutė & Inga Minelgaitė & Ligita Zailskaitė-Jakštė & Robertas Damaševičius, 2018. "Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency," Sustainability, MDPI, vol. 10(3), pages 1-13, March.
    19. repec:dau:papers:123456789/2386 is not listed on IDEAS
    20. Fabiana Mariutti & Ralph Tench, 2015. "Are we talking the Same Language? Challenging Complexity in Country Brand Models," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 49-62, January.
    21. Jeffrey R. Parker & Donald R. Lehmann & Kevin Lane Keller & Martin G. Schleicher, 2018. "Building a multi-category brand: when should distant brand extensions be introduced?," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 300-316, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rau:journl:v:10:y:2015:i:2:p:71-86. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alex Tabusca (email available below). General contact details of provider: https://edirc.repec.org/data/ferauro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.