Brand Loyalty from a Multi-Faceted Perspective Essay

carry the true is the Holy Grail to all selling organizations. Marketing practitioners argon consumed by it. They search. They evidence. They dream. They necessity to hand the ultimate in brand verity, making it so airtight that no competition can lure their consumers from their brands of growths. Unfortunately, there is no one-size-fit-all methodology. Competition is dynamic. Theres no way to consummately anticipate what the creativity of their competitors can bring to the marketplace, which can lead to the eventual(prenominal) overwhelming of an established brand. Theres no telling how the motivations and perceptions of their customers may change, having inundated by communication theory in every conceivable fashion on a daily basis.Yet the organizations that can achieve strong brand loyalty for their products can ensure profitability for their stakeholders. Those who cannot shall perish in the war of the marketplace. construction strong brand loyalty for a friendships p roducts is not just an idea, or a one hit wonder. Rather, building strong brand loyalty is a process that requires management excellence. For this apprehension we look at brand loyalty from a multi-faceted perspective. Somewhere out there, among the numerous ideas and theories, may falsehood one that may help turn the fortune of an organization.Hrtel, C., Russell-Bennett, R., Worthington, S. (2010). commemorate Management. A Tri-dimensional Approach for Auditing fall guy Loyalty, 17(4), 243-253. Retrieved from http//palgrave-journals.com/bm/.In this condition, the authors outline a frame meet for conducting a brand loyalty audit that mathematical functions a tri-dimensional approach, which argon, cognitive (I think), emotive (I feel) and mienal (I do) response. With different levels and intensity of brand loyalty, the tri-dimensional approach allows the director to target the remarkable market segments more effectively. The authors have very strong academic credentials from universities in Australia. Worthington is a professor of Marketing at Monash University specializing in distribution of financial services. Russel-Bennett is an Associate professor at Queensland University with search and consulting work on the role of emotions in organizational and consumer behavior.Hrtel is a Professor of Organizational Behavior and teaching and Director of the Social and Economic Interface enquiry at Monah University. In conducting the audit, the first step is to vizor the current level of emotional, cognitive and behavioral loyalty, and then, in step two, prioritize the segments. Once the priorities ar set, the manager will have to strategize to increase loyalty (if it is low) or importanttain loyalty (if it is high). Thus, this article is for managers looking to valuate the strength and flaws of their product, with the goal of brand loyalty in mind.This article has 24 references nearly half of these references argon based on the authors previous resear ch involving brand loyalty and marketing, the other references help to build on concepts and research examples. The tri-dimensional audit faces two challenges. First, the framework is untested and therefore requires validation across product types. Second, the level of influence on priority and strategies is not knowable and therefore is subject to arbitration. More work has to be done on this model. Nevertheless, it introduces new ideas in understanding brand loyalty.Babur, M. N. & Naveed, F. (2011). Interdisciplinary Journal of Contemporary Research in transaction. The Real competitiveness Starts Now Moving Beyond Brand Management, 2(12), 629-635. Retrieved from http//ijcrb.webs.com.This article looks to examine the travel an organization can take after establishing the brand to achieve sustained brand loyalty. This can be achieved through straight ad and managing ethical burden. The authors describe ethical burden as the necessity of company to charge real cost of insideng bu siness, ensure quality of products and services and develop strong customer relations. The way group accept with a adjudicate of 50 business professionals contends that by managing ethical burden with continuous advertising, it can lead to creating positive brand persona and hence, brand loyalty, that will sustain the brand in the long term through repeat buying phenomena.Babur is an auxiliary Professor and Principal at ISRA University, capital of Pakistan Campus Pakistan. Naveed is a Senior Research Associate at Riphah planetary University, Islamabad Pakistan. There ar 15 references in this article. The authors use these references to elaborate on concepts relating to marketing in regards to ethical burden, brand image, brand loyalty and, advertising in general. The results of the study indicate that a large portion of the repeat buying behavior is due to unexplained factors across purchasing occasions. The authors state that this study has a 72% of reliability, but did not show the calculation of how the number was derived.The written English is weak and almost descriptions are not so clear. Despite this deficiency, this article provides marketing managers with another perspective to sustain brand loyalty. In regards to the 72% reliability, nevertheless research can incorporate quantitative methods of research to indentify outliers, which can lead to a more accurate study. Furthermore, additional research should link the actual strategy of using ethical burden and continuous advertising to sustain brand loyalty preventing or postponing the decline of a matured brand in its product life cycle.Alwi, S. F. S. (2009). world(prenominal) Journal of Business and Society. Online Corporate BrandImages and Consumer Loyalty, 10(2), 1-19. Retrieved from http//feb.unimas.my.This article examines how, traditionally, organizations build their brand image targeting consumers through media such as television, newspapers, and radio. With the advent of online media, the author evaluates if offline brand success can be translated to a positive corporate brand image perception in the online environment. Using the personification approach, a sample of consumers was asked to rank a list of companies (by imagining the company was a human being) based on five main criteria agreeableness competence ruthlessness chic and enterprise. The results were, then, compared to several pieces of previous research from both offline, and online perspectives.Syed Alwi is a Professor in the Faculty of Business & Accountancy at the University of Malaya in Malaysia. She received an honors degree in Business Management, and completed her Masters in Marketing all at Salford University in the United Kingdom. She received her PhD in Marketing at the University of Manchester. Managers looking to integrate their marketing plans into the online environment would find this information extremely useful. The article has about 50 references most of which are apply to incorpora te ideas and results from previous research. The other references are used to build concepts involving the transition of marketing and branding into online media.When applying the personification results to previous research, it shows that there is a high correlational statistics between high scores in the categories of agreeableness and informality, when compared to a high level of brand loyalty of online consumers. Therefore, for an organization to translate previous brand success to online success, it must portray itself as pleasant, friendly, supportive, open, undemanding and crush to targeted consumers. Using a research method like this seems arbitrary and a more structured research method like a longitudinal study would probably give less erratic results.Anderson, K. & precipitate, B. (2010). International Journal of Market Research. Do increment Brands win Younger Consumers?, 52(4), 433-441. inside 10.2501/S1470785309201387 This article attempts to shed some light on the presumption that younger consumers are less loyal and more willing to try new brands than older consumers. The authors analyzed 230 brands from 12 categories such as coffee, beer, internet service provider, and mobile phone. By comparing two periods of data, the authors were able to determine which brands grew and which declined.The results of each brand were, then, compared to an age profile. Consumers under the age of cardinal were defined as young, and those over the age of fifty five were defined as mature. The research concludes that younger consumers are slightly easier to retract. This is because young consumers are more willing to take risks and their styles are not so fixed, whereas older consumers are more attached to certain(a) existing brands. It is not easy to change the loyalty of buyers, but it is possible. Brand loyalty is indeed alive and well, it is not entirely entrenched. keen is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute fo r Marketing Science at the University of south-central Australia. Anderson is a Research Associate at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Sharp has published several academic papers and books including, How Brands Grow published by Oxford University Pres. Only 10 references are used as most of their data was purchased from one source, the other references allow them to compare data with standardised works and draw scholarly conclusions.This article provides a new perspective that while the presumption that it is easier to attract younger consumers is true, the established marketers, to whom this article is intended for, should not target the younger consumers exclusively. Further research should use a larger variety of sources emphasizing exactly how a growing brand should target certain demographic groups in order to achieve greater sales volume.Grzeskowiak, S., Krishen, A. S., Labreque, L. I. (2011). Journal of Brand Managemen t. Exploring Social Motivations for Brand Loyalty Conformity versus Escapism, 18(7), 457-472. doi10.1057/bm.2011.12The authors identify two central moderating variables that explain brand loyalty, which are product companionship and self-image congruence. Self-image congruence enhances brand loyalty for consumers who desire to conform to the groups or societies they are in. However, those that want to break away from these groups are called escapism-motivated consumers. Escapism-motivated consumers derive their brand loyalty from product knowledge, but product knowledge inhibits brand loyalty for those who are bound to conformity. This study shows that common communications for these two groups are asymmetrical.Labrecque is an appurtenant Professor of Marketing at Northern Illinois University. She received her PhD in Marketing at the University of Massachusetts Amherst. Krishen is an Assistant Professor of Marketing at the University of Nevada, Las Vegas. Krishen logged 13 years o f corporate experience before receiving her Masters and PhD in Marketing from Virginia Tech. The authors used about 60 cited references. However, only a handful of these references are used to puff up on key concepts.Most of them are used to elaborate on results using graphs, tables, and cross tabulation. This study highlights the challenges facing the marketers when developing advertising messages for their intended audience. The marketers have to be mindful of the implication of their communications to their various(a) group of consumers. This study, though, is limited to focusing only on two motivations conforming versus escaping. But there are numerous other social motives that are likely to affect brand loyalty. Further research should be done to explore these boundaries.ReferencesAhn, K., Hur, W., Kim, M. (2011). Management Decision. Building Brand Loyalty throughManaging Brand Community Commitment, 49(7), 1194-1213. doi 10.1108/00251741111151217Alwi, S. F. S. (2009). Inter national Journal of Business and Society. Online Corporate BrandImages and Consumer Loyalty, 10(2), 1-19. Retrieved from http//feb.unimas.my.Anderson, K. & Sharp, B. (2010). International Journal of Market Research. Do GrowingBrands win Younger Consumers?, 52(4), 433-441. doi 10.2501/S1470785309201387Babur, M. N. & Naveed, F. (2011). Interdisciplinary Journal of Contemporary Research inBusiness. The Real Battle Starts Now Moving Beyond Brand Management, 2(12), 629-635. Retrieved from http//ijcrb.webs.com.Balasubramanian, S. K. & Patwardhan, H. (2011). Journal of Product and Brand Management. Brand Romance A Complementary Approach to Explain Emotional Attachment toward Brands, 20(4), 297-308. doi 10.1108/10610421111148315Grzeskowiak, S., Krishen, A. S., Labreque, L. I. (2011). Journal of BrandManagement. Exploring Social Motivations for Brand Loyalty Conformity versusEscapism, 18(7), 457-472. doi10.1057/bm.2011.12Hrtel, C., Russell-Bennett, R., Worthington, S. (2010). Brand Managemen t. A Tri-dimensional Approach for Auditing Brand Loyalty, 17(4), 243-253. Retrieved from http//palgrave-journals.com/bm/.Kharaim, H. S. (2011). International Journal of Marketing Studies. The Influence of BrandLoyalty on Cosmetics Buying Behavior of UAE Female Consumers, 3(2), 123-133. doi10.5539/ijms.v3n2pl23Kwok, S., Uncles, M. D., Wang, C. (2010). Journal of Marketing Management. A TemporalAnalysis of Behavioural Brand Loyalty among Urban Chinese Consumers, 26(9-10),921-942. doi 10.1080/02672570903441454Tsai, S. (2010). International Business Review. Fostering International Brand Loyalty through Committed and link Relationships, 20(5), 521-534. doi10.1016/j.ibusrev.2010.10.001