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A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity

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  • Moisescu, Ovidiu I.

Abstract

Nowadays, brands are companies’ most valuable assets, adding both economic and strategic value to its proprietors. During the last years, brand valuation has been an intensively analyzed subject among marketing specialists. The value of this asset is often referred to as brand equity which is the marketing and financial value associated with a brand’s strength in the market or the added value a given brand name provides to a product beyond the functional benefits. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements underlie brand equity: brand awareness, perceived quality, brand associations and others, but, above all, brand loyalty, which represents the core of a brand’s value. This paper will try to position brand loyalty among other descriptive dimensions of brand equity, analyze the effects of a high degree of loyalty among customers, identify several typologies of customers considering their level of loyalty and finally establish a framework for creating, maintaining, enhancing, and assessing brand loyalty.

Suggested Citation

  • Moisescu, Ovidiu I., 2006. "A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity," MPRA Paper 7504, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:7504
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    File URL: https://mpra.ub.uni-muenchen.de/7504/1/MPRA_paper_7504.pdf
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    References listed on IDEAS

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    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
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    Cited by:

    1. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    2. Lubica Gajanova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 66(1), pages 65-84, March.
    3. Ovidiu I. MOISESCU & Andrej BERTONCELJ, 2010. "A Comparative Study Of The Relationship Between Brand Loyalty And Market Share Among Durable And Non-Durable Products," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 137-145, May.

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    More about this item

    Keywords

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

    JEL classification:

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

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