Brand Image and Consumer Loyalty, Annotated Bibliography Example

Brand image and its relationship to consumer loyalty to that particular brand have noteworthy effect in almost all quarters of business and operations. Brand image in business is generally seen as the cornerstone and also the most enviable trait in the relationship between brand image and consumer loyalty.

Tony, S., (2008) ‘Antecedent of Brand Trust in Online Teritary Education: A Malaysian and Singapore Perspective ‘, International Journal of Business and Management , vol. 3, no. 4, pp. 3-178.

Majority of marketers have expressed their interest in the inspiration of brand image because it is an appraisal of relationship between brand image and consumer loyalty (Tony, 2008). Customer’s loyalty to a particular brand is usually associated with numerous benefits to business. The potential benefits include recommendations of the brand to relatives as well as friends along with repeated purchases.

Tsai, S., (2011). ‘Strategic relationship management and service brand marketing’, Emerald Group Publishing Limited, vol. 45.

Brand loyalty comprise of two parts; brand loyal behavior and brand loyal. In most of the cases, behavior is the attitude which is very important in repurchasing. Besides this brand loyal behavior to some extent is determined by the situational factors such as availability and attitudes which are more enduring (Tsai, 2011).

Komal, G.& Karani, K.A.F. (2010) ‘Ressitance to Brand Swtiching – The Elderly Consumer’, Journal of Business and Economics Research , vol. 8, no. 12, pp. 77-84.

Brand image involves the complete picture that is seen by the mind of the consumer perceives about the company(Komal G.& Karani, 2010). In this situation, the insight that the consumer holds concerning a brand constitutes the image. The concept of conjectural congruence holds that, the more the satisfaction is attained when the congruence of the consumer boosts towards a specific brand image However, the buyer’s image involves a collection of multifaceted stimuli that vary with time depending on the buyer’s associations as well as any variations in lifestyle.

Boora, K.K. (2011) ‘Customer Loyalty and its Antecedents: A Conceptual Framework ‘, APJRBM, vol. 2, no. 1, pp. 151-164.

Brand image is crucial element in the consumer markets. Brand image not only act as interface between the consumers and the business, but also it is a key determinant in the performance of the business as consumers develop an attachment or loyalty to definite brands. This is why supermarket with superior brand image is able to generate more loyal customers (Boora, 2011).

 Cadogan, J. (2000). ‘Relationship Selling and Customer Loyalty: An Empirical Investigation’,            Marketing Intelligence and Planning, vol. 18, no. 4, pp. 184-189.

Brand image has become an imperative concern in marketing due to its critical significance (Cadogan, 2000).  Loyalty to brand is crucial subject from the strategy applied in the market more so when current markets are typified by their involvement in mature phase that is associated with high competition.

Keller, K.L. (2003) Strategic brand management: building, measuring , and managing brand equity, 2^nd Ed., Prentice Hall.

Sustaining customer loyalty as a result of brand image is important to the continuity and survival of the business. Keller, (2003) suggests that, the clients who particularly loyal to a particular brand may be willing to pay more for the Maintenance of clients who are loyal to a particular brand image is more efficient and effective than attracting new ones.

Byoungho Jin, Y.G.S. (2005) ‘Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context’, Journal of Consumer Marketing , vol. 22, no. 2, pp. 62-71.

A strong brand image generates more loyal customers in the market as the brand is over purchased by the loyal customers (Byoungho, 2005). Brand image is what distinguishes similar and competing products.

Zhilin, Y., (2004) ‘Customer Perceived Value, Satisfaction and Loyalty:The Role of Switching           Costs’, Psychology & Marketing, vol. 21, no. 10, p. 799–822.

One of the most important factors that determine the extent of loyal customers in the aggressive environment is brand image. The brand image is an intangible asset and thus is among the most valuable assets in the business. The brand image choice by the consumer is set out by its importance and functions and this greatly contributes in the making up of customer preferences. Brand image has become a source of decision making in purchasing models among consumers (Zhilin, 2004). Brand image has the potentials for creating a relationship with the consumer. The relationship thus developed may be positive in which case the consumer becomes loyal, or it could be negative in which case the client changes the brand.

References

Boora, K.K. (2011) ‘Customer Loyalty and its Antecedents: A Conceptual Framework ‘, APJRBM, vol. 2, no. 1, pp. 151-164.

Byoungho Jin, Y.G.S. (2005) ‘Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context’, Journal of Consumer Marketing , vol. 22, no. 2, pp. 62-71.

Cadogan, J. (2000). ‘Relationship Selling and Customer Loyalty: An Empirical   Investigation’, Marketing Intelligence and Planning, vol. 18, no. 4, pp. 184-189.

Keller, K.L. (2003) Strategic brand management: building, measuring , and managing brand    equity, 2^nd Ed., Prentice Hall.

Komal, G.& Karani, K.A.F. (2010) ‘Ressitance to Brand Swtiching – The Elderly Consumer’, Journal of Business and Economics Research , vol. 8, no. 12, pp. 77-84.

Tony, S., (2008) ‘Antecedent of Brand Trust in Online Teritary Education: A Malaysian and Singapore Perspective ‘, International Journal of Business and Management , vol. 3,          no. 4, pp. 3-178.

Tsai, S., (2011). ‘Strategic relationship management and service brand marketing’, Emerald Group Publishing Limited, vol. 45.

Zhilin, Y., (2004) ‘Customer Perceived Value, Satisfaction and Loyalty:The Role of Switching Costs’, Psychology & Marketing, vol. 21, no. 10, p. 799–822.