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¶ … brand loyalty and a comparison of this element between young people from developed and developing countries. It is possible, however, to surmise specific information about brand loyalty and how this manifests in different parts of the world. As such, the literature study serves to inform various aspects of the investigation to be conducted, while also confirming the necessity of more specific studies in this regard.
Liao et al. (2010), for example, focus their work on various aspects of customers' interactions with brands, including brand trust, customer satisfaction, loyalty, and the influence of these on word-of-mouth. Although the industry of focus is automotive, the work nonetheless offers valuable insight. The main finding, for example, is that customer satisfaction improves brand loyalty and the likelihood of positive word-of-mouth advertising. Hence, customer satisfaction should be at the heart of product promotion. In terms of the study to be conducted, customer satisfaction would therefore be a good starting point for investigating factors that influence brand trust, loyalty, and word-of-mouth among the populations to be compared.
Nam, Ekinci and Whyatt (2011) also conducted a study in an unrelated industry, which his hospitality. Nonetheless, important influencing factors such as lifestyle-congruence can be related to the...
Specifically, the factors of manufacturing, innovation, services, and marketing were investigated, specifically in terms of the young population and their loyalty to designer apparel. The authors concluded that, while manufacturing quality had no influence on loyalty among young customers, innovation, services, and marketing were important factors.
Ha et al. (2009) also investigate certain factors of brand loyalty in a developing country, which is Korea. Factors like advertising spending, store image, perceived quality, and customer satisfaction correlate well with other marketing studies as important to be investigated for customers' feelings about products. The fact that the work is focused on the banking industry, compared with the other industries mentioned above, reveal that many of the factors investigated in terms of brand loyalty are uniform across industries.
A future area of investigation might therefore focus on comparing certain factors of brand loyalty influences across a variety of industries. It will be interesting to find which factors are most important…
References
Ha, H-Y., John, J., Janda, S. And Muthaly, S. (2009). The effects of advertising spending on brand loyalty in services. European Journal of Marketing 45(4). Retrieved from: http:ebooks.yasse.ir
Kinuthia, L.N., Mburugu, K.G., Muthomi, H.N., and Mwihaki, M. (2012). Factors influencing brand loyalty in sportswear among Kenyan university students: The case of swimmers, Asian Journal of Social Science & Humanities 1(4). Retrieved from: http://www.ajssh.leena-luna.co.jp
Liao, S.H., Chung, Yung, Y.C., Hung, Y.R., and Widowati, R. (2010). The Impact of Brand Trust, Customer Satisfaction, and Brand Loyalty on Word-of-Mouth. Proceedings of the IEEE. Retrieved from: http://spirit.tku.edu.tw
Nam, J., Ekinci, J., and Whyatt, G. (2011). Brand Equity, Brand Loyalty, and Consumer Satisfaction. Annals of Tourism Research 38(3). Retrieved from: http:/ / parsproject.xzn.ir
Naseer, S. And Ehsan, N. (n.d.). Forming a Model of Brand Loyalty Development- An empirical study of Pakistan Consumer Market. Retrieved from: https://www.meeting.edu.cn
Schaefer, A.D., Parker, R.S., and Kent, J.L. (2010). A comparison of American and Chinese consumers' attitudes towards athlete celebrity endorsers. Journal of Sport Administration & Supervision 2(1). Retrieved from: http://www.jsasonline.org
Brand Loyalty in the United States and Kenya in the Youth Sportswear Market Key components of brand loyalty include intangible factors such as perceptions of brand name (i.e. The social cache attached to the brand); style; price; and promotional techniques. Brand loyalty components also include tangible concepts such as product quality (both perceived and real); store environment (both virtual and brick-and-mortar); and service quality (Lau et al. 2006:3-5). The research will
brand loyalty among the youth sportswear consumers in the United States and Kenya for the purpose of comparison. It is projected that there will be some culture-driven differences among the two groups, while other differential factors may also drive their preference, such as gender. While there is very little literature that focuses on such a specific comparison, the investigation is informed by literature that provides some information about culture differences
Future of Marketing: Brand Loyalty 1994 report on marketing described an ongoing paradigm shift from the old 4P model of marketing, to a newer model based on relationship marketing. The report describes how evolving trends in business such as "the globalization of business and the evolving recognition of the importance of customer retention and marketing economies and of customer relationship economics, among other trends, reinforce the change in mainstream marketing" (Gronroos
Brand Equity Measurement Consumer perceptions extensively influence and manipulate their purchasing behavior. Service and goods companies identify the significance of marketing strategies in influencing consumer behavior. All brands that attract high profits have desirable loyalty levels among customers. Customers tend to have a high level of perception of quality of goods and services that dominate markets in different industries. The power that emanates from consumers' goodwill and recognition of a brand,
Branding in Service Markets Amp Aim And Objectives Themes for AMP Characteristics Composing Branding Concept Branding Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Categories and Themes Branding Theory Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Branding Concept Characteristics Characteristics Composing Branding Concept Sampling of Studies Reviewed Evolution of Branding Theory Evolution of Marketing Service-Brand-Relationship-Value Triangle Brand Identity, Position & Image Just as marketing increasingly influences most aspects of the consumer's lives, brands
6%, Nebraska -- 17.6%, Illinois -- 17.5%, Delaware -- 17.4%, Colorado -- 17.2%, Montana -- 17%, South Dakota -- 16.9%, Ohio -- 16.9%, Massachusetts -- 16.9%, District of Columbia -- 16.6%, Alaska -- 16.3%, Missouri -- 16.2%, Michigan -- 16.1%, Wyoming -- 16.1%, Vermont -- 16.1%, New Hampshire -- 16%, Texas -- 15.6%, Arizona -- 15.5%, New York -- 15.2%, Maine -- 14.9%, Connecticut -- 14.8%, California -- 14.7%, New