Customer Loyalty and Brand Management
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use differen...
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| Hoofdauteurs: | , |
|---|---|
| Formaat: | Online |
| Taal: | Engels |
| Gepubliceerd in: |
MDPI - Multidisciplinary Digital Publishing Institute
2021
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| Onderwerpen: | |
| Online toegang: | 42532 |
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| _version_ | 1869521177822625792 |
|---|---|
| author | Rubio, Natalia Yagüe Guillén, María Jesús |
| author_browse | Rubio, Natalia Yagüe Guillén, María Jesús |
| author_facet | Rubio, Natalia Yagüe Guillén, María Jesús |
| author_sort | Rubio, Natalia |
| collection | Directory of Open Access Books |
| description | Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others). |
| format | Online |
| id | doab-20.500.12854ir-44460 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | MDPI - Multidisciplinary Digital Publishing Institute |
| publisherStr | MDPI - Multidisciplinary Digital Publishing Institute |
| record_format | ojs |
| spelling | doab-20.500.12854ir-444602023-12-20T18:09:19Z Customer Loyalty and Brand Management Rubio, Natalia Yagüe Guillén, María Jesús P87-96 trust online booking purchases shopping time engagement local food website quality value chain shopping frequency bibliometric analysis retail PLS-SEM structural equation modeling (SEM) mapping study attachment consumer engagement customer loyalty e-commerce brand love shopping experience brand consumer purchase intentions transaction costs website brand equity financial performance behavioural e-loyalty commitment satisfaction re-purchase intentions earnings unlisted firms revisit intentions B2C tourism online customer bic Book Industry Communication::A The arts::AP Film, TV & radio Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others). 2021-02-11T10:54:44Z 2021-02-11T10:54:44Z 2019-12-09 11:49:15 2019 book 42532 9783039213351 9783039213368 https://directory.doabooks.org/handle/20.500.12854/44460 eng application/octet-stream Attribution-NonCommercial-NoDerivatives 4.0 International https://mdpi.com/books/pdfview/book/1561 MDPI - Multidisciplinary Digital Publishing Institute 10.3390/books978-3-03921-336-8 10.3390/books978-3-03921-336-8 46cabcaa-dd94-4bfe-87b4-55023c1b36d0 9783039213351 9783039213368 122 open access |
| spellingShingle | P87-96 trust online booking purchases shopping time engagement local food website quality value chain shopping frequency bibliometric analysis retail PLS-SEM structural equation modeling (SEM) mapping study attachment consumer engagement customer loyalty e-commerce brand love shopping experience brand consumer purchase intentions transaction costs website brand equity financial performance behavioural e-loyalty commitment satisfaction re-purchase intentions earnings unlisted firms revisit intentions B2C tourism online customer bic Book Industry Communication::A The arts::AP Film, TV & radio Rubio, Natalia Yagüe Guillén, María Jesús Customer Loyalty and Brand Management |
| title | Customer Loyalty and Brand Management |
| title_full | Customer Loyalty and Brand Management |
| title_fullStr | Customer Loyalty and Brand Management |
| title_full_unstemmed | Customer Loyalty and Brand Management |
| title_short | Customer Loyalty and Brand Management |
| title_sort | customer loyalty and brand management |
| topic | P87-96 trust online booking purchases shopping time engagement local food website quality value chain shopping frequency bibliometric analysis retail PLS-SEM structural equation modeling (SEM) mapping study attachment consumer engagement customer loyalty e-commerce brand love shopping experience brand consumer purchase intentions transaction costs website brand equity financial performance behavioural e-loyalty commitment satisfaction re-purchase intentions earnings unlisted firms revisit intentions B2C tourism online customer bic Book Industry Communication::A The arts::AP Film, TV & radio |
| topic_facet | P87-96 trust online booking purchases shopping time engagement local food website quality value chain shopping frequency bibliometric analysis retail PLS-SEM structural equation modeling (SEM) mapping study attachment consumer engagement customer loyalty e-commerce brand love shopping experience brand consumer purchase intentions transaction costs website brand equity financial performance behavioural e-loyalty commitment satisfaction re-purchase intentions earnings unlisted firms revisit intentions B2C tourism online customer bic Book Industry Communication::A The arts::AP Film, TV & radio |
| url | 42532 |
| work_keys_str_mv | AT rubionatalia customerloyaltyandbrandmanagement AT yagueguillenmariajesus customerloyaltyandbrandmanagement |