Matches in SemOpenAlex for { <https://semopenalex.org/work/W2556129440> ?p ?o ?g. }
- W2556129440 abstract "Customer loyalty has become a strategic goal for companies’ survival. The objective of this paper is to determine new explanatory variables of brand customer loyalty. This study provides an overview of previous work that has explored issues on why and under what conditions consumers enter into strong, committed, and meaningful relationships with particular brands, making them become loyal to it. Thus, drawing on theories of social identity and organizational identification, we advance that strong consumer-brand relationships often result from consumers’ identification with this brand. We, then, propose to elaborate on the nature of consumer-brand identity, including brand identification, and draw up a conceptual framework that presents outcomes linked to the consequences of such identity in the consumer brand loyalty. This study aims at highlighting the importance of a recent approach that deals with the relationship between the customer and the brand, incorporating both variables of social identity that are consistent to identity and brand identification," @default.
- W2556129440 created "2016-11-30" @default.
- W2556129440 creator A5014470999 @default.
- W2556129440 creator A5019719192 @default.
- W2556129440 creator A5036431317 @default.
- W2556129440 creator A5038718069 @default.
- W2556129440 date "2015-01-01" @default.
- W2556129440 modified "2023-09-24" @default.
- W2556129440 title "The Influence of Brand Identity and Identification on Customer Loyalty" @default.
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- W2556129440 hasPublicationYear "2015" @default.