Thesis Paper: Brand Loyalty

Sample Thesis Paper

According to Oliver (1999 p. 34) brand loyalty is;
“A deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour.”
According to the explanation of Oliver, the brand loyalty has two (2) different aspects which have already explained by (Assael 1998; Tucker 1964; Jacoby and Kyner 1973) in the previous work on the concept of behavioural and attitudinal. The concept of purchase or behavioural loyalty means that consumer will come to repurchase of the brand and the other concept attitudinal brand loyalty means consumer has personality commitment in terms of some exclusive value linked with the brand.
According to Arjun and Morris (2001), effect of brand can be defined as potential of brand extracts optimistic emotional response in the average customer because of its use. Similarly, Moorman, Morgan and Hunt (1994, p. 23); Zaltman and Deshpande (1992, p. 315) “define brand trust as the willingness of the average consumer to rely on the ability of the brand to perform its stated function.” (Doney and Cannon 1997) said that in the circumstances of doubts the idea of trust is only relevant, for example comparison of superior brands with the minor brands. Trust is the element, which decreases the doubts from the situation in which customers consider vulnerable because customers know that they can trust on trusted brands.

According to Oliver (1999 p. 34) brand loyalty is; “A deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour.” According to the explanation of Oliver, the brand loyalty has two (2) different aspects which have already explained by (Assael 1998; Tucker 1964; Jacoby and Kyner 1973) in the previous work on the concept of behavioural and attitudinal. The concept of purchase or behavioural loyalty means that consumer will come to repurchase of the brand and the other concept attitudinal brand loyalty means consumer has personality commitment in terms of some exclusive value linked with the brand.According to Arjun and Morris (2001), effect of brand can be defined as potential of brand extracts optimistic emotional response in the average customer because of its use. Similarly, Moorman, Morgan and Hunt (1994, p. 23); Zaltman and Deshpande (1992, p. 315) “define brand trust as the willingness of the average consumer to rely on the ability of the brand to perform its stated function.” (Doney and Cannon 1997) said that in the circumstances of doubts the idea of trust is only relevant, for example comparison of superior brands with the minor brands. Trust is the element, which decreases the doubts from the situation in which customers consider vulnerable because customers know that they can trust on trusted brands.

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