Annotated Bibliography: Brand Loyalty from a Multi-Faceted Perspective
Annotated Bibliography
Brand Loyalty from a Multi-faceted Perspective
ORGA 201 Introduction to Management Section OP51
Max Su (1762788)
Instructor: Rob Dean
Brand loyalty is the ‘Holy Grail’ to all marketing organizations. Marketing practitioners are consumed by it. They search. They try. They dream. They want to achieve the ultimate in brand loyalty, making it so airtight that no competition can lure their consumers from their brands of products. Unfortunately, there is no one-size-fit-all methodology. Competition is dynamic. There’s no way to accurately anticipate what the creativity of their competitors can bring to the marketplace, which can lead to the eventual overwhelming of an established brand. There’s no telling how the motivations and perceptions of their customers may change, having inundated by communications in every conceivable fashion on a daily basis. Yet the organizations that can achieve strong brand loyalty for their products can ensure profitability for their stakeholders. Those who cannot shall perish in the war of the marketplace. Building strong brand loyalty for a company’s products is not just an idea, or a one hit wonder. Rather, building strong brand loyalty is a process that requires management excellence. For this reason we look at brand loyalty from a multi-faceted perspective. Somewhere out there, among the numerous ideas and theories, may lie one that may help turn the fortune of an organization.
Härtel, C., Russell-Bennett, R., Worthington, S. (2010). Brand Management. A Tri-dimensional Approach for Auditing Brand Loyalty, 17(4), 243-253. Retrieved from http://palgrave-journals.com/bm/.
In this article, the authors outline a framework for conducting a brand loyalty audit that uses a tri-dimensional approach, which are, cognitive (I think), emotive (I feel) and behavioral (I do) response. With different levels and intensity of
Brand Loyalty from a Multi-faceted Perspective
ORGA 201 Introduction to Management Section OP51
Max Su (1762788)
Instructor: Rob Dean
Brand loyalty is the ‘Holy Grail’ to all marketing organizations. Marketing practitioners are consumed by it. They search. They try. They dream. They want to achieve the ultimate in brand loyalty, making it so airtight that no competition can lure their consumers from their brands of products. Unfortunately, there is no one-size-fit-all methodology. Competition is dynamic. There’s no way to accurately anticipate what the creativity of their competitors can bring to the marketplace, which can lead to the eventual overwhelming of an established brand. There’s no telling how the motivations and perceptions of their customers may change, having inundated by communications in every conceivable fashion on a daily basis. Yet the organizations that can achieve strong brand loyalty for their products can ensure profitability for their stakeholders. Those who cannot shall perish in the war of the marketplace. Building strong brand loyalty for a company’s products is not just an idea, or a one hit wonder. Rather, building strong brand loyalty is a process that requires management excellence. For this reason we look at brand loyalty from a multi-faceted perspective. Somewhere out there, among the numerous ideas and theories, may lie one that may help turn the fortune of an organization.
Härtel, C., Russell-Bennett, R., Worthington, S. (2010). Brand Management. A Tri-dimensional Approach for Auditing Brand Loyalty, 17(4), 243-253. Retrieved from http://palgrave-journals.com/bm/.
In this article, the authors outline a framework for conducting a brand loyalty audit that uses a tri-dimensional approach, which are, cognitive (I think), emotive (I feel) and behavioral (I do) response. With different levels and intensity of
References: Ahn, K., Hur, W., Kim, M. (2011). Management Decision. Building Brand Loyalty through Managing Brand Community Commitment, 49(7), 1194-1213 Anderson, K. & Sharp, B. (2010). International Journal of Market Research. Do Growing Brands win Younger Consumers?, 52(4), 433-441 Babur, M. N. & Naveed, F. (2011). Interdisciplinary Journal of Contemporary Research in Business Balasubramanian, S. K. & Patwardhan, H. (2011). Journal of Product and Brand Management. Brand Romance: A Complementary Approach to Explain Emotional Attachment toward Brands, 20(4), 297-308. doi: 10.1108/10610421111148315 Grzeskowiak, S., Krishen, A Härtel, C., Russell-Bennett, R., Worthington, S. (2010). Brand Management. A Tri-dimensional Approach for Auditing Brand Loyalty, 17(4), 243-253. Retrieved from http://palgrave-journals.com/bm/. Kharaim, H. S. (2011). International Journal of Marketing Studies. The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers, 3(2), 123-133 Tsai, S. (2010). International Business Review. Fostering International Brand Loyalty through Committed and Attached Relationships, 20(5), 521-534. doi:10.1016/j.ibusrev.2010.10.001