Dimensions of brand values as a determinant of consumer loyalty

Megatrend Revija

Ognjanović Jasmina¹ 

[1] Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja;

关键词: brand;    loyalty;    dimensions of brand value;    brand management;   

DOI  :  10.5937/MegRev1702239O

来源: DOAJ

【 摘 要 】

For years the brand is in the focus of the marketing activities of many companies. Brand management is an area of growing importance for today's market. The brand is singled out as an excellent means for the creation of customer loyalty and maintaining consumer interest for a specific product/service in the long term. In this paper the brand has been analyzed through the dimensions of brand values such as understanding a brand, the comparative advantage of a brand, interpersonal relations and the history of a brand. The main objective of this research is to examine the interdependence between the dimensions of brand value and customer loyalty. Based on the processed data and obtained results, it can be concluded that manufacturers of brand have to take a different marketing activities to make a long-term impression in the minds of consumers in providing a high level of customer satisfaction and loyalty.

【 授权许可】

Unknown