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An Analysis Of The Brand Loyalty Based Consumer Typology

Author

Listed:
  • Moisescu Ovidiu Ioan
  • Gica Oana Adriana

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

Abstract

Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing strategies and mixes must be shaped accordingly.

Suggested Citation

  • Moisescu Ovidiu Ioan & Gica Oana Adriana, 2007. "An Analysis Of The Brand Loyalty Based Consumer Typology," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(8), pages 83-88, April.
    • Handle: RePEc:aio:rteyej:v:1:y:2007:i:8:p:83-88
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    Keywords

    brand equity; brand loyalty; loyalty degree; brand strategy.;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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