Essays on Importance of Brand Loyalty Literature review

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The paper "Importance of Brand Loyalty" is an outstanding example of management literature review.   Over the last decade, since economic growth has made a very significant leap in progress, the topic of brand loyalty has triggered a very important role. It has garnered unprecedented research attention over the last few years. Albeit considerable loyalty research has been conducted, the factors that determine customers’ loyalty to a brand is yet to be uncovered (Xiang (Robert) Li and James F. Petrick). Hence, the need to identify the determinants of customer loyalty has stimulated an extensive research stream, which has shown how constructs such as satisfaction (Maria Antonietta Raimondo, Gaetano "Nino" Miceli and Michele Costabile).

Research reveals that customers favor a specific brand if they have applied a certain set of personality attributes, which match those in their own self-image (Ki-Joon Back). Therefore, brand loyalty paves the way for superior market share when the same brand is repetitively acquired by consumers, irrespective of situational restrictions. Hence, this report attempts to analyze and summarize the research design characteristics from the three articles, critique their strong points and weakness and then makes some suggestion to future studies. 2.

Research design characteristics 2.1 Research Objective(s) I investigate the moderating role of product involvement in the customer satisfaction-loyalty relation. 2.2 Theoretical framework A considerable amount of research has investigated the relationship between customer satisfaction and loyalty. 2.3 Hypotheses In this paper, we assumed that cosmetics are typical of high-involvement products and that household goods were representative of low-involvement products. 2.4 Variables In this context, a brand attitude can be described as a variable in the research design. 2.5 Research Design This paper forms the basis to answer questions like how and when brand attitudes affect the customer satisfaction-loyalty relation. 2.6 Methods of Data Collection The data for this paper was collected through customer satisfaction survey (questionnaire) and direct interviews with the participants. 2.7 The Research Environment The data were collected in a commercial satisfaction survey conducted in South Korea and participants were drawn from two communities: a big city in a metropolitan area and a small city in a suburban area. 2.8 Time Dimension Cross-sectional studies are carried out once and signify a snapshot of one point in time. 2.9 Researcher Control of the Variables And an attempt is made to control the variable - brand attitude in this study. 2.10 Main Findings The findings are that product involvement decreases the direct effects of satisfaction on brand attitudes and loyalty, but increases the indirect effects of ad attitudes and corporate image. 2.11 Limitation of the research The study is just confined to participants from two communities in South Korean and participants were identified eligible only if they had purchased and used the brand during the past 3 months.

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