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The Influence Of Market Type And Demographics On Brand Loyalty: A Study Among Urban Romanian Consumers

Author

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  • Moisescu Ovidiu Ioan

    (Babes-Bolyai University of Cluj-Napoca, Faculty of Economics and Business Administration)

Abstract

Considering the increasing role and importance of brand loyalty in the context of nowadays fierce competition and the insufficient understanding of this brand equity core dimension by Romanian companies, this paper aims to partially eliminate this knowled

Suggested Citation

  • Moisescu Ovidiu Ioan, 2009. "The Influence Of Market Type And Demographics On Brand Loyalty: A Study Among Urban Romanian Consumers," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 737-741, May.
    • Handle: RePEc:ora:journl:v:4:y:2009:i:1:p:737-741
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    File URL: http://steconomice.uoradea.ro/anale/volume/2009/v4-management-and-marketing/147.pdf
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    References listed on IDEAS

    as
    1. Barry L. Bayus, 1992. "Brand Loyalty and Marketing Strategy: An Application to Home Appliances," Marketing Science, INFORMS, vol. 11(1), pages 21-38.
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    Citations

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    Cited by:

    1. Ovidiu I. MOISESCU & Andrej BERTONCELJ, 2010. "A Comparative Study Of The Relationship Between Brand Loyalty And Market Share Among Durable And Non-Durable Products," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 137-145, May.
    2. Mohamed Ali Barakat Ali, 2020. "Factors Affecting Customers Loyalty to Mobile Services Companies’ Brands," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 1-85, July.

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    More about this item

    Keywords

    brand loyalty; brand equity; buying context; repurchase intention;
    All these keywords.

    JEL classification:

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

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