Presented by: B.

Dinakar Babu (12251016)

 A Review

of Brand-Loyalty Measures in

Marketing
The

Impact of Satisfaction on Brand Loyalty:Urging On Classifying Satisfaction And Brand Loyalty

of Brand Loyalty on Competitive Price Promotional Strategies

Effects

 Brand

loyalty is where a person buys products from the same manufacturer repeatedly rather than from other suppliers

The success of a firm depends largely on its capability to attract consumers towards its brands. In particular, it is critical for the survival of a company to retain its current customers, and to make them loyal to the brand.
Brand loyal consumers reduce the marketing costs of the firm as the costs of attracting a new customer have been found to be about six times higher than the costs of retaining an old one (Rosenberg and Czepiel(1983)).

 Brand

loyalty also provides the firm with trade leverage and valuable time to respond to competitive moves (Aaker (1991)). In sum, loyalty to the firm's brands represents a strategic asset which has been identified as a major source of the brands' equity. satisfaction leads to brand loyalty.This is an assumption made very often in marketing theory as well as marketing practice.

Customer

According to this definition, bland loyalty is: "The (a) biased, (b) behavioural response, (c) expressed over time, (d) by some decision making unit (e) with respect to one or more alternative brands out of a set of such brands and f) is a function of psychological(decision-making evaluation)process. identifies six requirements for brand loyalty.

 The
1)

2)

main objectives of brand loyalty is To know the number of customers who are attracted to a particular brand or product To know the characteristics of the individuals who are loyal.

Measures of Brand Loyalty: Measures are common characteristics which have similar strength and weakness,we classify them into four groups.

1)Attitudinal versus Behavioural measures. 2)Brand oriented versus Individual-Oriented measures.

As discussed in the articles we have different brand loyalty techniques they are: preference-behaviour Model Jacoby-chestnut Model

Finally we provide some discussions and recommendations for the researchers based on the brand loyalty measures.

1)Carefully define the product category 2)keep it simple(cheaper,easier,faster)

 Brand

Loyalty has been studies extensively for academic as well as practical reasons.as we emphasized.However in order to manage brand loyalty effectively,good measurement methods are necessary. Despite extensive research many problems still have to be addressed before brand loyalty is fully understood. 1)Improvement in the brand loyalty measures adopted 2)Construction of brand loyalty measures for marketing practice.

 A brand

loyalty consumer Is likely to prefer a certain brand,and has the intention to buy that brand on further purchase occasions.This has lead some researchers to se measure based on stated preferences or on purchase intentions,after which one could derive the proportion of people preffering the brand.

THANK YOU