Johan Anselmsson
Assistant head Marketing, Department of Business Administration
Loyalty-based Brand Management
Author
Editor
- Jon Bertilsson
- Veronika Tarnovskaya
Summary, in English
As was the case with brand management, the loyalty and relationship perspective first appeared in the 1970s and gained momentum in the 1990s. Loyalty and relationship building are key parts of the dominant brand management models, and in many models, loyalty is the goal of brand building and the ultimate sign of a strong brand. In addition, a customer that is loyal to the brand not only repurchases the same product, but also purchases other or new products launched under the same brand. This chapter highlights the loyalty aspect in some of the most-cited brand management and brand equity models; furthermore, it describes a normative framework for how to build true loyalty to a brand.
Department/s
- Department of Business Administration
Publishing year
2017-05-18
Language
English
Pages
83-105
Publication/Series
Brand Theories : Perspectives on brands and branding
Document type
Book chapter
Publisher
Studentlitteratur AB
Topic
- Business Administration
Status
Published
ISBN/ISSN/Other
- ISBN: 978-91-44-11624-2