... EKONOMSKI FAKULTET U SARAJEVU [pic] BRAND LOYALTY GRAD PAPER CONTENTS: BRAND LOYALTY 1 CONTENTS: 2 INTRODUCTION 3 The concept and definition of Brand 4 Brand Building Activities 6 Brand Loyalty 7 The definition of Brand Loyalty 7 The concept of Brand Loyalty 10 Factors of brand loyalty 20 1.Brand awareness 21 2.Perceived quality 21 3.Brand personality 22 4.Brand identity 22 Brand equity 24 MEASURES OF BRAND LOYALTY 25 Conclusion: 34 REFERENCES: 35 NOTES: 36 Abstract: Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing strategies and mixes must be shaped accordingly. INTRODUCTION 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...
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...Brand loyalty Click below Link for Answer http://workbank247.com/q/brand-loyalty/3937 http://workbank247.com/q/brand-loyalty/3937 This assessment asks you to write an essay on the topic of brand loyalty. The essay question is: Is the use of rewards and loyalty cards an effective way to build brand loyalty?In your essay you need to examine the affect of brand loyalty on the consumers’ purchase and product involvement and their decision-making process.Preparing for your essayYou need to do research using relevant academic and industry sources and prepare an argument.Below are some steps to help you gather the relevant information and prepare your essay.Step 1: Develop an understanding the marketplace and the current rewards systemIn an attempt to win the “supermarket war”, Coles has recently introduced a revised loyalty rewards systems.Please go online and review the details of the reward system on the Coles website and review the case study story called “Has Coles got revamped flybuys right?”See website link to B &T Magazine on Interact site In addition to these sources, you need to understand the situation in the market place- so it is a good idea to search for other media stories related to loyalty programs in other supermarkets.Step 2: Theory about brand loyalty and the decision-making stagesYou need to include theory in your essay, so in addition to the text book, you need to find some academic journal articles. Please use the followingtwoarticles:Bridson, K., Evans...
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...of Brand-Loyalty Measures in Marketing by M. MELLENS", M. G. DEIh;ircs. iriight ;-',ISbe easier 2 to zhoose the right decision unit (condition d). They are usualiy based on surveys, and it may be possible to get data from the decision maker rather than the puxchaser by asking questions 410 the righe individual, Finakiy, they give insight into the rnoiivations for the corrsr~mer's cinoice behaviur, and these mativations are less ~ri:eiy to be influenced by random short-run fluctuations: Hoy:ex~er> attitu.dfl:ii measgrcs mqi net be scc-rafe rep;eselltaticn of ~eaiily they are nstbbasea on actual prrrrcmses. A consu-as mer ma.y r~~tionalize choice when questioned by ths researcher, and his make up a~ zvaluaticjn of brands even when no explici! evaluation is made in r e d shopping siiuarions. Moreoverj other variables t h a ~ attitudes are I~aown inRuence actxai purchases. For example. an Into tchwards Porsclle, but still not dividual n a y have a favo.=sbleattit~ade buy it due to hudget .;onsrr:iii~rs. Xenze, the validiijl of attitiid'l~~al q ~ v measures depends on the strength of the attitude-behavior relationship. Furthermore, attituclinal measures are often based on data observed at a sing12 point in time. Their incideiltal n a b r e might be attenuated by collecting attitudillal data on a longitudinal basis, but the costs in doing so may quickly become prohibitive. I~:cii1)r'dzrn!-cirit.?7fei!~ . Y L !h r a ~ ~ ! - ~ r i e l ? rzcaslires !*P s fe(! Brand loyalty is...
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...www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. Questionnaires were distributed and self-administered to 382 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. Keywords: Female buying behavior, Brand loyalty, Cosmetics, UAE 1. Introduction The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth...
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...has been ranked 5th largest in Asia. The Associated Chambers of Commerce and Industry of India has published a survey which stated that 65% of the teenagers claimed that their expenditure on branded cosmetics had increased 75% in the past 10 years. Unlike the western countries, where 55 plus age category is the target group, in India the target range is from 30 plus age group. Major driving factors for this industry have been the improved purchasing power and rising fashion consciousness among the population. Increased levels of brand advertising have also captured the imagination and awareness of the people. The cosmetic market caters to all sections of the masses, offering products ranging from a mere Rs. 100 to about Rs. 50000. The higher-end market range is considered to be within Rs. 1500 to Rs. 15000, while the middle market consumes products that are priced below Rs. 1500. The increased brand awareness has also aided the growth of many brands such as Loreal, Maybelline, Lakme, etc. People have also embraced the importance of quality of products. The disposable income is making the customers opt for better choices, most certainly in terms of grooming. Also, the changing mindset of the people has encouraged a much lavish approach to expenditure. The makeover of the Indian cosmetic industry has certainly...
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...self-described brand-loyal informants would you consider to be the most loyal? Which is the least loyal? Rank the seven informants in terms of their brand loyalty. 1. Wendy Wendy was a manager and she doesn’t take price into consideration. Still with this approach she always stick with dunkin donuts and not only this, she used to recommend the same to her friends. She was highly satisfies with the brand and had a collection of mugs and other things from the same brand. She had a view of long term relation with this brand and was not looking for a change. 2. Pamela Her purchase history with Gevalia is 90% she is very satisfied with the service and also has good words of mouth for this brand amongst his friends. She purchases other products that are not coffee from Gevalia. But she had a history of many different brands in last 15 years. She also reflected the tendency of going to another place for fast service. She also reduced from 30 cups a day to 2 cups a day. 3. Frank Has a good consumption but also focusses on the price. Despite the fact that he had good sequence of purchases he is very likely to be carried away by other brands using different promotional strategies. 4. Ann Is presently satisfied with her brand but her consumption and purchase history has very low weightage in it. She lacks words of mouth for her brand amongst her friends. She is also sensitive to price as frank because of which it is likely that she would go with another brand having good advertisement...
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...performance with an average of 5% growth rate among the industries every year (Kumar, 2005). According to Britannica (2011) the word "cosmetics" is derived from the Greek word Kosmetikos, which means "skilled at decorating". It refers to any of several preparations (excluding soap) that are applied to the human body for beautifying, preserving, or altering the appearance or for cleansing, coloring, conditioning, or protecting the skin, hair, nails, lips, eyes, or teeth. Besides that, when people hear the word ‘cosmetic’, they tend to think of makeup and perfume design for women. Actually, cosmetics come in many forms, which are powder, soap, shampoo, body makeup, toothpaste and others (Kumar et al., 2006). According to Wikipedia, brand loyalty can be defined as the situation in which the consumer usually...
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...Abstract Brand loyalty is one of the most powerful marketing tools available, and it ensures that your products will be desired again. Many consumers develop loyalty to products of all types. Cars, electronics, clothing, and even groceries are often chosen based on prior experiences with particular brands. There are many ways to create and maintain brand loyalty. Three of those ways include rewards programs, customer satisfaction, and advertising. This report covers the definition, creation, and influence of social media on brand loyalty. How Businesses Develop Brand Loyalty All companies strive to create brand loyalty. It is one of the most powerful marketing tools available, and it ensures that your products will be desired again. Many consumers develop loyalty to products of all types. Cars, electronics, clothing, and even groceries are often chosen based on prior experiences with particular brands. How do companies develop this loyalty? In this report I will cover the definition, creation, and influence of social media on brand loyalty. The Hutchinson Unabridged Encyclopedia (2014) defines Brand Loyalty as “the attachment of the consumer to a particular brand, even though that brand may be more expensive than competing brands.” It is a psychological contract between the consumer and the brand, and is the target for all marketers. Consumers tend to develop devotion to specific brands. They buy what they have already bought in the past and opt for the brands that they...
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...Social Media Technologies and Brand Loyalty | Abhishek Srivastava | Social Media Technologies and Brand Loyalty | Abhishek Srivastava Executive Summary The study deals with finding relation between social media technology and brand loyalty. Nature of the research is secondary. First the sudden explosion of data has been encountered in early sections. Various seminal research papers are undertaken as a part of the literature study, all of which point to one general trend, i.e. of rise of power in the hands of the consumer. Examples of various companies are cited which have embraced this change in the paradigm shift and have emerged on the top. Concept of “Brand Community” has also been discussed at length which is nothing but an entire ecological system that springs about a particular brand. Various models and frameworks have been suggested, some of which are Social Media Strategy Framework and various conceptual frameworks to substantiate the literature. As far as key findings are concerned, the most important is letting the customer adopt a more active role as against to a passive role. One of the ways in which this could be achieved by providing a free environment which encourages discussions and not to erect silos within an organisation. Many studies across the country such as that of Revlon India and Shoppers Stop is analysed. Case studies of Dr. Pepper and Nike are also presented to bring home the point of letting customers become collaborators. ...
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...An estimated 80 percent of Net-savvy Filipino consumers would buy new products from familiar brands rather than switch to a new brand, according to a study recently released by market research firm Nielsen. The trend reveals a higher level of brand loyalty among locals compared to the global trend which shows 60 percent of consumers around the world with Internet access prefer to buy new products from familiar brands. “Introducing innovations on established brands that are already trusted by consumers can be a powerful strategy,” Nielsen Philippines managing director Stuart Jamieson says in a statement. “Millions of dollars are being spent on new product innovation by manufacturers, yet two out of every three new products will not be on the market within three years,” he adds. The results of the Nielsen Global Survey of New Product Purchase Sentiment were obtained from over 29,000 Internet respondents in 58 countries. It shows that brand familiarity is one of several key characteristics that resonate strongly with consumers worldwide. “To deliver successful new products, marketers and retailers should ensure that they uncover unmet consumer needs, communicate with clarity, deliver distinct product innovations, and execute an optimal marketing strategy,” the local Nielsen chief says. While 77 percent of Filipino respondents welcome new product options, Nielsen’s survey reveals that 74 percent of consumers prefer to wait until a new innovation has proven itself...
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... Dec. 13 2012 How Businesses Develop Brand Loyalty BRAND LOYALTY 1 Abstract Apple is a company that has very loyal customers. Even though their products can be a little more costly than other companies, the scope of their products make its worth it to a consumer who is brand loyal to Apple. The wonderful customer service, the ability to link up the products and the ease of use are just of few of the things that keep these customers so loyal. BRAND LOYALTY 2 Brand loyalty. When I hear these words the first thing that comes to mind is Apple. Once a person purchases their first Apple product it seems inevitable that their future electronic purchases will also be Apple. Apple makes sure to keep their customers coming back for more. DevineCaroline.com stated “it doesn’t hurt that their ad budget is a half a billion dollars.” Brand loyalty has played a rather large part in Apples tremendous success in the world of technology. The late Steve jobs was very passionate...
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...his wife Ruth in a small bakery in Portadown, County Armagh. Irwin’s is Northern Ireland’s largest independent bakery, supplying a large variety of Irish breads to supermarkets throughout the United Kingdom and Ireland. Our main aim for this report will be to develop a digital marketing strategy that we feel can be implemented to target the consumers of today, focusing on each of the key sections of our chosen strategy as well as giving a detailed synopsis. The process we have chosen to follow to build our strategy is the design school methodology. We will use the five stages, Empathise, Define, Ideate, Prototype and Test, as an appropriate marketing strategy for Irwin’s so that they are able to achieve ongoing consumer awareness and loyalty in today’s ever increasingly...
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...FINAL PROJECT BRAND LOYALTY Submitted By: Muhammad USMAN Mc070400252 Session 2007-2009 17-04-2009 Submitted To: Project Management Department MKT-619 Department of Management Sciences, Virtual University of Pakistan i DEDICATION I would like to dedicate this project to my respected Khawaja Saleem Warsi who made me able to enter to join MBA Program; He was a Professor in Government Islamia College, Karachi. His kind encouragement, help, and motivation has been supporting me at every stage during MBA, This kind Professor has always step by step with me when ever I faced problem during Study. ii ACKNOWLEDGEMENT Start with the name of ALLAH who is very beneficiary and merciful. I am very Grateful to Almighty ALLAH Who Gave me a Power to research and write on this report. After that I am very Grateful to My respected elder Khawaja Saleem Warsi who made me able to enter in MBA Program, than my guardian, my kind Instructor of Final Project (MKT-619) Whose Guidance and instruction Helped and encouraged me at every Stage of this Project. I will ever memorize this Great personality. I am also Grateful to my honest and sincere friends who provided me suggestions when ever I needed iii EXECUTIVE SUMMERY The background of the project is to analyze Brand loyalty of Toyota Corolla and Honda City Cars that success in the Car Market. I will find out the reasons and factors those make them strengthen and Strong position in the market for that I decided to work on it...
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...Brand loyalty and involvement in customers of cellular networks Presented To the Faculty Of The Department of Management Sciences IQRA University Gulshan Campus In the fulfillment of Course “Research Methodology” EDP Code (9140) Submitted to Sir Tehseen Javaid Submitted by Group No # 6 Fahad Ahmed Farooqi (7937) fahad.876@hotmail.com Faraz Ahmed Malik (4255) farazahmedmalik87@gmail.com Farhan Ali Khan (3796) farhan.exe@gmail.com Muhammad Azeem (6834) azeemm950@gmail.com Muhammad Omer Saeed (6835) umersaeed90@hotmail.com Fall 2013 Acknowledgement All praises and thanks are for Almighty Allah Who is the source of all knowledge and wisdom endowed to humankind and to the humanity as a whole. We would particularly like to thank my project advisor Sir Tehseen Javaid and project coordinator for many insights that they provided throughout this report. Their guidance and support proved to be useful tool in making the repot a quality one. The encouragement and assistance of our parents and friends provided us a great deal of wisdom towards the completion of this report. Thank you. Table of Contents Abstract…………………………………………………………………………………….3 1.1 Introduction 4 1.1.1 Statement of The problem 4 1.1.2 Research Objective 4 1.1.3 Research Questions 5 1.2 Review of Related Literature 5 1.3 Research Methodology and Data Collection 11 1.3.1...
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...Literature review Tesco ‘Clubcard scheme’ Tesco, the UK leading supermarket, introduced the use of Tesco Clubcard in 1995. “…the loyalty Clubcard was to offer “benefits to regular shoppers whilst helping the company discover more about its customer needs” (Turner and Wilson, 2006 cited in Tesco, 2004, p.3) How can Tesco get more about its customer needs? The answer is on the Clubcard itself. It is not only the card for the customers to acuminate their reward points; instead, it is also a card which stores the data of customers purchasing information. Rowley (2005) pointed out that customers got the points from the loyalty or reward schemes. Customers then use the points they got as discounts or as partly or fully paid for their purchasing or service. For the company, the card is for collection of data, such as what kinds of products individual customer buy most and how often they buy them. A research done by Turner and Wilson (2006) showed that the majority Tesco Clubcard holders strongly agreed or agreed that the Clubcard made them to shop at Tesco more frequently and repeatedly. The Clubcard does have positive impact on customer loyalty to Tesco. Tesco Clubcard is not merely a gimmick that uses to draw customers attention towards the business; instead, every time the customers use it, the database records customers buying behaviour like purchasing habit, purchasing frequency, purchasing preference, etc., to Tesco. Tesco reviews these data and improves service to the customers...
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