AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY
Journal Title: Revista Tinerilor Economisti - Year 2007, Vol 1, Issue 8
Abstract
Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing strategies and mixes must be shaped accordingly.
Authors and Affiliations
Ovidiu Ioan Moisescu, Oana Adriana Gica
Keywords
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