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Loyalty-based Brand Management

Anselmsson, Johan LU (2017) In Brand Theories p.83-105
Abstract
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.
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
in
Brand Theories
editor
Bertilsson, Jon; Tarnovskaya, Veronika; and
pages
23 pages
publisher
Studentlitteratur AB
ISBN
978-91-44-11624-2
language
English
LU publication?
yes
id
960d43b8-8854-4aff-984e-442b5fb9223d
date added to LUP
2017-05-26 18:01:07
date last changed
2017-06-01 12:38:11
@inbook{960d43b8-8854-4aff-984e-442b5fb9223d,
  abstract     = {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.},
  author       = {Anselmsson, Johan},
  editor       = {Bertilsson, Jon and Tarnovskaya, Veronika},
  isbn         = {978-91-44-11624-2},
  language     = {eng},
  month        = {05},
  pages        = {83--105},
  publisher    = {Studentlitteratur AB},
  series       = {Brand Theories},
  title        = {Loyalty-based Brand Management},
  year         = {2017},
}