Premium Essay

Understanding the Relationship Between Self-Congruity and Brand Loyalty, and Stating the Moderating Effect of Consumers’ Price Consciousness: the Literature Review

In:

Submitted By yuliay
Words 3667
Pages 15
Understanding the relationship between self-congruity and brand loyalty, and stating the moderating effect of consumers’ price consciousness: The literature review

Yulia Yushchik, 10292004 Assignment: Literature review Number of words: 2498 Brand Communication Dr. Peeter Verlegh The University of Amsterdam March 30, 2012

Introduction When the popularity of the relationship marketing is growing widely, consumer-based determinants of brand loyalty are interesting and useful field to study. Brand loyalty is realized by having strategic importance for a business. The figures provided by Bain&Co indicate that a 5% increase in customer retention varies for a company’s profit by 40 to 95%. An increase in customer loyalty of 1% is the equivalent of a 10% cost reduction (Reichheld & Teal, 2001). Gounaris and Stathakopoulos (2004) also mention that loyal customers are less expensive because they reduce marketing costs. For example, several researches found that brand loyalty is positively related to word-of-mouth (De Matos & Rossi, 2008). The relevance of consumer-oriented policy has increased at the time of economic recession. Retaining brand loyalty in a difficult economic climate is a challenging task. Practitioners propose to work harder on getting to know the customers in order to better serve their needs (Slim, 2010, February 3). This allows companies to personalized loyalty programs, which is considered to be the right solution for preserving people’s loyalty to a brand. In the academic world loyalty has been largely studied with regard to its antecedents as brand identity, trust, value, brand commitment, and satisfaction (Brodie, Whittome, & Brus, 2008; Da Silva & Syed Alwi, 2006; He, Li, & Harris, 2011; Kim, Morris, & Swait 2008; Nam, Ekinci, & Whyatt, 2011; Sidershmukh, Singh, & Sabol, 2002). Equally with that, the research on consumer’s self-concept

Similar Documents

Free Essay

Advances in Management Accounting

...LIST OF CONTRIBUTORS Solomon Appel Robert H. Ashton Reza Barkhi Metropolitan College of New York, New York, NY, USA Fuqua School of Business, Duke University, Durham, NC, USA Pamplin College of Business, Virginia Polytechnic Institute and State University, Blacksburg, VA, USA School of Management, University of Michigan-Dearborn, MI, USA College of Business Administration, San Diego State University, San Diego, CA, USA Department of Accounting, University of Arkansas at Little Rock, AR, USA Zicklin School of Business, CUNY – Baruch College, New York, NY, USA Belk College of Business, University of North Carolina at Charlotte, NC, USA College of Business and Economics, West Virginia University, Morgantown, WV, USA RSM Erasmus University, Department of Financial Management, Rotterdam, The Netherlands Mohamed E. Bayou Chee W. Chow Cynthia M. Daily Harry Z. Davis Nabil Elias Arron Scott Fleming Frank G. H. Hartmann vii viii LIST OF CONTRIBUTORS Fred A. Jacobs Frances Kennedy James M. Kohlmeyer, III Leslie Kren John Y. Lee Michael S. Luehlfing Adam S. Maiga School of Accountancy, Georgia State University, Atlanta, GA, USA Department of Accountancy and Legal Studies, Clemson University, SC, USA College of Business, East Carolina University, Greenville, NC, USA School of Business, University of Wisconsin, Milwaukee, WI, USA Lubin School of Business, Pace University, Pleasantville, NY, USA School of Professional Accountancy, Louisiana Tech University, LA...

Words: 111886 - Pages: 448

Premium Essay

Management Accounting

...Handbook of Management Accounting Research Volume 3 Edited by CHRISTOPHER S. CHAPMAN Imperial College London, UK ANTHONY G. HOPWOOD University of Oxford, UK MICHAEL D. SHIELDS Michigan State University, USA AMSTERDAM – BOSTON – HEIDELBERG – LONDON – NEW YORK – OXFORD PARIS – SAN DIEGO – SAN FRANCISCO – SINGAPORE – SYDNEY – TOKYO Elsevier The Boulevard, Langford Lane, Kidlington, Oxford OX5 1GB, UK First edition 2009 Copyright © 2009 Elsevier Ltd. All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone ( 44) (0) 1865 843830; fax ( 44) (0) 1865 853333; email: permissions@elsevier.com. Alternatively visit the Science and Technology Books website at www.elsevierdirect.com/rights for further information Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for...

Words: 187223 - Pages: 749

Premium Essay

Cooperate

...Cooperative Strategy ‘The authors have provided an ambitious overview of the cooperative strategy literature. The book will be welcomed by serious students and scholars focussed on this important phenomenon.’ Paul W. Beamish, Canada Research Chair in International Business, Ivey Business School, University of Western Ontario ‘This book provides a comprehensive, well-organized and richly illustrated analysis of inter-firm cooperation. While relevant for managers and business students, it extensively draws on the most up-to-date research, making it also a valuable source for academics studying strategic alliances and the wide array of management issues they raise. Child, Faulkner, and Tallman have done a remarkable job of putting together in a highly consistent way all the knowledge available on what has become an essential facet of business development, namely Cooperative Strategy.’ Pierre Dussauge, Professor of Strategic Management, HEC – School of Management, Paris ‘I highly recommend this book for alliance scholars and practitioners. The breadth of coverage of the practical and theoretical literature on cooperative strategy is one of the book’s primary contributions. The authors demonstrate a comprehensive understanding of the subject matter and the numerous case studies demonstrate a close connection with actual experience.’ Andrew Inkpen, J. Kenneth and Jeanette Seward Chair in Global Strategy, Thunderbird, The Garvin School of International Management ‘Companies need...

Words: 221089 - Pages: 885