IDEAS home Printed from
   My bibliography  Save this article

Managing loyalty through brand image, judgement and feelings for leveraging power brands


  • Panda Rajshree

    () (Amity University, Noida, India)

  • Kapoor Deepa

    (Amity University, Noida, India)


Recent developments in the marketing literature highlight the significance of consumer loyalty in driving global brands. In order to provide a clear understanding of the impact of consumer loyalty on power brands, the study explores an integrated framework for managing consumer loyalty attributes: image, judgement and feelings for leveraging power brands. The article utilizes a survey-based empirical study of 600 consumers from FMCG sector. Subsequently, factor analysis has been used to test a series of hypotheses concerning the direct effect of consumer loyalty attributes on power brands. The findings of the study suggest that a firm that pays more attention to manage their consumer loyalty attributes would be significantly benefited from the implementation of power brands and classify clusters of such loyal segments for FMCG sector.

Suggested Citation

  • Panda Rajshree & Kapoor Deepa, 2016. "Managing loyalty through brand image, judgement and feelings for leveraging power brands," Management & Marketing, Sciendo, vol. 11(4), pages 624-637, December.
  • Handle: RePEc:vrs:manmar:v:11:y:2016:i:4:p:624-637:n:5

    Download full text from publisher

    File URL:
    Download Restriction: no


    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:vrs:manmar:v:11:y:2016:i:4:p:624-637:n:5. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Peter Golla). General contact details of provider: .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.