For many companies, a small but very loyal part oftheir overall consumer base is responsible for the majority oftheir profits, so the concept of brand loyalty is of considerableimportance. The preponderance of research on this subject hasfocused on identifying the role of marketer-controlled factorsin fostering brand loyalty. However, it is also important toconsider the ...

Despite possessing the adequate purchase potential for the fast moving consumer goods (FMCGs), the poor are not reckoned as a viable market by the FMCG marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. The present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the r...

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...

With the emergence and bloom of microblogging, companies are showing their increasing interests in this platform and try to establish their own enterprise accounts (called as enterprise microblogs in this case) in it, which enables them to broadcast product information, interact with consumers, and promote their brands. Despite much work focusing on how virtual brand communities take effect on ...

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

Customer loyalty is a component with considerable focus on by relationship-oriented marketing. Firm brand is one of the factors that play significant role in creating brand loyalty. Therefore in this research, we studied brand effect on customer loyalty. Also in this research, we examined customer satisfaction, loyalty, perceived quality and brand equity (brand value) in relation to customer lo...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

The brand clutter in many product categories and increasing numbers of 5 similar products, some of which are deliberate look-alikes, make it more difficult for consumers to distinguish between brands, which can lead to more mistaken 10 and misinformed purchases. Moreover, increasing brand similarity is likely to influence important consumer outcomes. To examine this phenomenon, a perceived prod...

KA: Promotions have developed a bad reputation among the packaged goods companies. Prior research has revealed that promotions increase sales through increased penetration attracting new users to the brand. However, the marketing community believes that this positive effect is offset by substantial erosion of brand loyalty as promotions "train" existing consumers to become price sensitive. Conv...