The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand. 3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping
CHAPTER – III CONCEPTUAL FRAMEWORK OF THE STUDY 3.1 Introduction Brand loyalty implies that consumer have a good attitude towards a particular brand over other competing brands. Brand loyal consumers may be willing to pay more for a brand because they perceive some unique value in the brand that no alternative can provide (Oliver1993) . Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a changes, either in price or in product features. As brand loyalty increase, the vulnerability of the customer base to competitive action is reduced.
It is a useful construct for measuring the likelihood of customer loyalty (Gundlach et al., 1995). Commitment is one of the important, common as well as dependent variable employed in buyer seller relationship studies (Wilson, 1995). Indeed, commitment exceeds the framework of the favorable attitude towards the brand: commitment has a stronger strength, robustness and stability than the general attitude towards the brand. Affective commitment produces stronger link to loyalty (Fullerton, 2003). Customer commitment is described as a logical antecedent to loyalty (Evanschitzky et.
The relationship one has with an association, (for example, a representative, stockholder or purchaser) influences the relative significance put on diverse measurements of CSR. Case in point, workers' most noteworthy concern was financial, thoughconsumers had a more grounded moral introduction (Smith, Wokutch, Harrington, & Dennis, 2001). The best proposition for investigating the effect of CSR is to characterize its multidimensionality taking into account the distinctive desires of different partners (Maignan, 2001). In this study, we are occupied with consumers' impression of CSR in light of the fact that buyers are the biggest partner bunch for firms. Also, we concentrated on lawful and moral obligations by sticking to Carroll's model of CSR.
In examining why the market share-future customer satisfaction relationship is generally negative, most of the recent scholars have found strong support for preference heterogeneity as a key mediator in this relationship. They also show that marketing more brands moderates the negative effect of preference heterogeneity on future customer satisfaction. Thus, larger brand portfolios offer a strategy solution for the general market share-satisfaction trade-off. Making the element of customer satisfaction a key to determining the market share and future customer loyalty in a more subjective manner (Morgan, et
Dodds et al. (1991), Grewal et al. (1998) view that brand awareness acts as a critical factor in the consumer purchase intention, and certain brands will accumulate in consumers’ mind to influence consumer purchase decision. According to them, a product with a high level of brand awareness will receive higher consumer preferences because it has higher market share and quality evaluation; hence, brand awareness can help consumers to recognize a brand from a product category and make purchase decision by Percy & Rossiter, (1992). According to Herbig & Milewicz (1993); Janiszewski & Van Osselaer (2000); Turley & Moore (1995) brand name offers a symbol that can assist consumers to identify service providers and to predict service results; as a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brand image, it will help in marketing activities (Keller 1993).
Having a positive consumer-based brand equity can lead to long term revenues, greater margin profit and success in term of marketing communication. To develop successful strong brand equity, it involves several stages that have been assembled as a set of brand building blocks. The brand building blocks also aims to identifies areas of strength and weakness as well as to provide guidance to marketing activities. Professor Kevin Lane Keller introduced a pyramid model known as customer based brand equity model that focusing on understanding how customer felt, recognize, heard etc. on the particular brands based on their experiences using the brand over the time.
Customer loyalty is reflected in behavioral consequences, including repurchase behavior, spread positive word of mouth to communication, the resistance to against persuasion and lower product category searches. Decided to perceived behavioral control measures have been included the model to account for purchase occasion when the decision is not entirely will (exit costs, monetary restrictions, etc.) (Dickinson, (2014) “Customer loyalty: a multi-attribute approach”). This paper aims to examine how NESTLE managers take advantages of this powerful model as a template to optimize loyalty in competitive
In this chapter, we are going to explain brand awareness and brand image. Customer-based brand equity occurs when the consumer has a high level of brand awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? Brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue.
Brand loyalty is therefore a factor to consider in the relationship a customer establishes with an organisation. Brand loyalty is the positive attitude toward a brand that causes customers to have a consistent preference for that brand over all other competing brands in a product category. Customer relationship marketing may be used to reinforce or even create the loyalty in the first