brand loyalty
This topic currently groups 8 published articles across 8 issues.
From memory to loyalty: The role of nostalgia in fostering Brand Trust, attachment and love
Heba Abdel Wahab • Sahar Ahmed Nagaty
Volume 20 Issue 01 · 21 Oct 2025
Nostalgia is considered one of the effective marketing instruments used owing to its beneficial influence on consumer behavior toward a brand. Nostalgia emotions might evoke positive experiences, memories and love towar…
Measuring brand loyalty of consumers towards chicken brands in the KwaZulu-Natal Province of South Africa
CA Bisschoff • M Schmulian
Volume 14 Issue 01 · 29 Sep 2019
Brand loyalty is regularly categorised as one of the most vital drivers for ensuring the long-term sustainability of any organisation. Advantages of having a brand loyal customer base include lower sensitivity to price…
Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand
Sudaporn Sawmong
Volume 13 Issue 01 · 03 Oct 2018
Thailand automobile market has experienced growth for several years due to worldwide economic growth. The proposed policies present great opportunities…
How to win back the disgruntled consumer? The omni-channel way
A. Shivakanth Shetty • Jeevananda. S • Jayanth R. Kalghatgi
Volume 12 Issue 4 · 04 Jul 2018
In a conventional wisdom, it was believed that in traditional consumer journey, consumer will engage in an extended consideration and evaluation before entering into the loyalty loop. But wit…
A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia
Ida Hidayanti • Nuryakin • Naili Farida
Volume 12 Issue 3 · 20 Apr 2018
The aim of this study is to investigate the effects of brand experience and brand trust to enhancing brand commitment and brand loyalty. The data of the study colle…
Prahalad's market approach impacting brand loyalty in base of the pyramid Philippines
Marvin O. Bates • Tom A. Buckles
Volume 12 Issue 2 · 19 Jan 2018
This purpose of this paper is to examine how Prahalad’s 4As market framework influences brand loyalty in the Base of the Pyramid (BoP) market of the Philippines. Specifically, Prahalad’s proposed marke…
An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective
Delisia R. Matthews • Junghwa Son • Kittichai Watchravesringkan
Volume 09 Issue 1 · 09 Nov 2014
The purpose of this study was to identify and assess the antecedents of brand loyalty from the perspective of Oliver’s (1997) cognitive, affective, and conative theorization of consumer loyalty. A con…
Mall equity measurement based on brand equity conceptualization
M. Hakan Altintas • F. Bahar Isin • Serkan Kilic • Hans Ruediger Kaufmann
Volume 05 Issue 2 · 24 Feb 2012
The main purpose of this paper is to determine whether brand awareness, brand association, brand service quality and brand loyalty factors can be taken as the elements of mall equity elements in a second order context.…