IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v7y2016i3p34-49.html
   My bibliography  Save this article

A Study on Customer Loyalty as a Determinant for Harnessing Power Brands

Author

Listed:
  • Rajshree Panda

    (Amity University, Noida, India)

  • Deepa Kapoor

    (Amity University, Noida, India)

Abstract

Power brand is a new topic in the field of branding that has started to attract researcher's attentions yet; it is still mostly discussed in the non-academic field. Consumer loyalty has always been the central topic in marketing. These two concepts are the focuses of this research. The main subject of this research is to explore the drivers of power brand its effect and influence on customer loyalty. Even though there are few articles related to power brand, so far no quantitative research has been conducted. This study aims at identifying the factors which contribute strong brand positioning which impact customer loyalty and drivers of power brand. This study starts with examining the relevant literatures of branding, consumer behavior. Then, the hypotheses and research model are proposed based on theories. The study suggests respondents consider Power brands setting a differentiating approach to beat the competition and respondents normally have a positive past experience with the brand associated.

Suggested Citation

  • Rajshree Panda & Deepa Kapoor, 2016. "A Study on Customer Loyalty as a Determinant for Harnessing Power Brands," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 7(3), pages 34-49, July.
    • Handle: RePEc:igg:jcrmm0:v:7:y:2016:i:3:p:34-49
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.2016070103
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jcrmm0:v:7:y:2016:i:3:p:34-49. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.