Brand loyalty has been suggested to be a determining factor of consumer-based brand equity, a strategic asset for
companies. Among the concepts used to describe a strong brand, brand loyalty is perhaps the one that has received
the most attention by academics and practitioners. For that reason, there are several definitions and measures of
brand loyalty; some focus on the attitudes and mindsets and others concentrate on the behavioral aspect of brandloyalty. Brand loyalty is a valuable asset for every brand. Research has indicated that the cost of recruiting new
customers is very high due to advertising, personal selling, establishing new accounts, and customer training
(Hosseini & Zainal, 2014).
Brand loyalty has been suggested to be a determining factor of consumer-based brand equity, a strategic asset forcompanies. Among the concepts used to describe a strong brand, brand loyalty is perhaps the one that has receivedthe most attention by academics and practitioners. For that reason, there are several definitions and measures ofbrand loyalty; some focus on the attitudes and mindsets and others concentrate on the behavioral aspect of brandloyalty. Brand loyalty is a valuable asset for every brand. Research has indicated that the cost of recruiting newcustomers is very high due to advertising, personal selling, establishing new accounts, and customer training(Hosseini & Zainal, 2014).
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