Loyalty-based Brand Management
(2017) 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:
https://lup.lub.lu.se/record/960d43b8-8854-4aff-984e-442b5fb9223d
- author
- Anselmsson, Johan LU
- organization
- publishing date
- 2017-05-18
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- host publication
- Brand Theories : Perspectives on brands and branding - Perspectives on brands and branding
- editor
- Bertilsson, Jon and Tarnovskaya, Veronika
- edition
- 1
- 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
- 2018-11-21 21:32:19
@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}}, booktitle = {{Brand Theories : Perspectives on brands and branding}}, editor = {{Bertilsson, Jon and Tarnovskaya, Veronika}}, isbn = {{978-91-44-11624-2}}, language = {{eng}}, month = {{05}}, pages = {{83--105}}, publisher = {{Studentlitteratur AB}}, title = {{Loyalty-based Brand Management}}, year = {{2017}}, }