品牌资产与顾客忠诚度文献综述

Henry O. Kegoro, Munywoki Justus
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引用次数: 3

摘要

在不断变化的商业环境中,品牌资产被认为是竞争激烈的公司客户忠诚度的驱动力。吸引和留住顾客的文化取决于哪个组织能够提高其产品的价值,以符合并超越顾客的需求。由此延伸,品牌资产被视为一个多维方面,包括品牌忠诚度、品牌知名度、品牌联想、感知质量、品牌联想和专有资产。广泛讨论的理论和模型,并为本研究的论点提供了基础,包括;品牌资产理论、消费者效用理论、基于顾客的品牌资产模型、服务品牌优势逻辑模型和品牌演化模型。尽管意识形态存在冲突,品牌资产的本质也在不断演变,这是基于消费者的心理方面,如态度和观念,但值得注意的是,品牌资产与客户忠诚度之间存在正相关关系。基于现有的文献,可以得出结论,品牌资产是唯一的战略营销举措,公司可以提高客户关系和可持续性。因此,建议企业始终通过重新定位自己的品牌在市场上,努力提升自己在消费者心目中的形象。
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Critical Review of Literature on Brand Equity and Customer Loyalty
Brand equity is recognized as the driving force of customer loyalty in the competitive firms operating in the changing business environment. The culture of attracting and retaining customers is dependent on which organization can enhance the value of their products to conform and exceed customer needs. By extension, brand equity is regarded as a multi-dimensional facet that comprise of brand loyalty, brand awareness, brand association, perceived quality, brand association and proprietary assets. Theories and models which have been discussed extensively and inform the basis of arguments of this study include; brand equity theory, consumer utility theory, customer based brand equity model, service branding dominant logic model and brand evolution model. Despite conflicting ideologies and evolving nature of brand equity based on psychological aspects of consumers like attitudes and perceptions, it is noted that that there is a positive correlation between brand equity and customer loyalty. Based on the existing literature, it can be concluded that brand equity is the only strategic marketing initiative companies can enhance customer relations and sustainability. Therefore, it is recommended that companies should always strive to enhance their image in the mind of consumers by repositioning their brands in the market.
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