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The Theory Of Brand Loyalty Theory

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2.2 Concept of Brand Loyalty Brand loyalty aims at factors about service, price, quality influence the product, which make the consumer have the feeling of dependency on the specific brand and show preference towards its products or service. 2.2.1 The Theory of Brand Loylaty The western scholars began to study the theory of brand as early as 1955. Since then, the theory of brand, which experienced the theory of USP of the end of the 1950s, the theory of brand image of the 1960s, the theory of brand position of the 1970s and the theory of brand rights of the 1980s, has been becoming mature. After that, there appeared lots of brand loyalty theory, and these theories referred to more subjects. Throughout ancient and modern, many researchers put …show more content…

This capital could bring all kinds of interest to the firms, and increase the value of product or service. The Professor of Brand strategy Kevin Lane Keller stated that brand loyalty and brand capital are two concepts who connected closely. The different of the customer's awareness of the brand could result in different responding, which is called brand capital. The organization through changing the factors and brand invest the new marketing decision and the lever effect of addition associate to effect the customer's awareness. Finally, they could gain the earning of customers loyalty, firms’ profits, and brand …show more content…

According to this, he defined the brand loyalty that the customers who bought the same brand product with five consecutive times. Cunningham (1956) said that brand loyalty is aimed at the proportion of the number of times that the product is purchased by customers. The higher the proportion, the higher the brand loyalty. Mc Connell and J Day(1969) thought that the customer must continue to purchase the same brand 3 to 5 times which could be regarded as have the brand loyalty. Jacoby and Chestnut (1978) said that brand loyalty is the customers buy the same brand product with the regulation. Then the researchers and scholars such as Kahn (1986), Assael (1990), Keller (1990), Lamb (1993), Kinnear (1995), Waren (1995) and so on discuss the brand loyalty with the point of view about the repeat purchase

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