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Analysis Of Behavioral And Emotional Brand Loyalty In The Industrial Market Of Dry Construction Mixes

Author

Listed:
  • Nikulina A. P.

    (Plekhanov Russian University of Economics)

  • Lukina A. V.

    (Plekhanov Russian University of Economics)

Abstract

The article provides a comprehensive analysis of consumer loyalty to the brand of a company operating on the market of building mixes. The behavioral component of loyalty was studied on the basis of a joint ABC-XYZ, the emotional component was studied by a customer survey. Comparing the results of the study of the behavioral and emotional components of loyalty allowed us to comprehensively assess the loyalty of consumers to the brand under study.

Suggested Citation

  • Nikulina A. P. & Lukina A. V., 2020. "Analysis Of Behavioral And Emotional Brand Loyalty In The Industrial Market Of Dry Construction Mixes," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, May.
    • Handle: RePEc:mmb:journl:articl_v2_9_20
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    Keywords

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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation

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