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Концептуални Основи На Лоялността

Author

Listed:
  • Криста Нейкова

    (Стопанска академия "Д.А.Ценов")

Abstract

Посветена на теоретичното познание, настоящата разработка засяга изясняване на произхода и същността на феномена „лоялност“ като маркетингов проблем. Синтезирани са основните дефиниционни и класификационни различия при инкорпорирането на понятието „лоялност“ в маркетинговата теория и управленската практика. Стъпвайки на тях, е изведена концептуална дефиниция за лоялността. Дискутирани са основните направления при изучаване на явлението. В заключение се коментират последиците от диференциацията в различните концептуализации на потребителската лоялност към бранда като предпоставка за проблем при общовалидността и съпоставимостта на изведените оценки за лоялност.

Suggested Citation

  • Криста Нейкова, 2019. "Концептуални Основи На Лоялността," Almanac of PhD Students, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, vol. 15(15 Year 2), pages 51-77.
    • Handle: RePEc:dat:almphd:v:15:y:2019:i:15:p:51-77
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    File URL: http://hdl.handle.net/10610/4263
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    More about this item

    Keywords

    потребителска лоялност; бранд; нагласи; повторни покупки;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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