Accès libre

Changes in Brand-Related Consumer Loyalty in the Current Pandemic Context

   | 26 mai 2021
À propos de cet article

Citez

Aaker, D. A. (1991), Managing brand equity: Capitalizing on the value of a brand name, New York: Free Press; Search in Google Scholar

Berry, L.L. (1983), Relationship Marketing, in Berry, L.L., Shostack, G.L. and Upah, G. D. (eds), Emerging Perspectives on Services Marketing, Chicago, IL: American Marketing Association, pp. 25-8 tn Christopher,M., Payne,A., Ballantyne, A. (2002), Relationship Marketing. Creating Stakeholder Value, Butterworth-Heinemann; Search in Google Scholar

Bruhn, M. (2001), Orientarea spre clienţi,. Economică Publishing House; Search in Google Scholar

Christopher,M., Payne,A., Ballantyne,A. (2002), Relationship Marketing. Creating Stakeholder Value, Butterworth-Heinemann; Search in Google Scholar

Chatzipanagiotou,K., Veloutsou,C., Christodoulides,G. (2016). The consumer-based brand equity deconstruction and restoration process:Lessons from unliked brands, Journal of Business Research 111 (2020)41-51; Search in Google Scholar

D’Aveni, Richard A. (1994),Hypercompetition. New York: The Free Press Tn Gummesson, E.,(2002), Total Relationship Marketing. Second edition, Butterworth-Heinemann; Search in Google Scholar

Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 8(4), 36-44;10.1108/EUM0000000004784 Search in Google Scholar

Grönroos, C. (1989), Defining Marketing: A Market-Oriented Approach, European Journal of Marketing, 23, 1, 52-60 in Christopher,M., Payne,A., Ballantyne, A.(2002), Relationship Marketing. Creating Stakeholder Value, Butterworth-Heinemann;10.1108/EUM0000000000541 Search in Google Scholar

Gummesson, E. (2002), Total Relationship Marketing. Second edition, Butterworth-Heinemann;10.1300/J366v01n01_04 Search in Google Scholar

Hogan, J.E., Lemon, K.N., & Rust, R.T. (2002). Customer equity management: Charting new directions for the future of marketing. Journal of service Research, 5(1), 4-12 Tn Pham,C.H.,(2019). Antecedents of Consumer Based Brand Equity of Consumer Goods Retailers in Vietnam An Empirical Study, Academy of Entrepreneurship Journal, Vol: 25 Issue: 2;10.1177/1094670502005001002 Search in Google Scholar

Johansen, J.I., Monthelie,C. (1996) Lojalitetsredovisning. Gothenburg: InfoNet Scandinavia Tn Gummesson, E.,(2002), Total Relationship Marketing. Second edition, Butterworth- Heinemann; Search in Google Scholar

Kapferer, J. N. (1997). Strategic brand management: Creating and sustaining brand equity long term. London: Kogan Page Limited; Search in Google Scholar

Keller, K. L. (1993), Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1);10.2307/1252054 Search in Google Scholar

Keller, K. L. (2001), Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, Marketing Management, no.10; Search in Google Scholar

Kotler, P. (1992), It’s Time for Total Marketing, Business Week Advance Executive Brief, 2; Search in Google Scholar

Morgan, R.M., Hunt, S.D. (1994), The commitment-trust theory of relationship marketing, Journal of Marketing, Vol. 58, No.3, pp.20-38 in Gummerus, J., Catharina von Koskull, Kowalkowski, C.,(2017), Relationship Marketing: Past, Present and Future, Journal of Services Marketing 31(1)10.1108/JSM-12-2016-0424 Search in Google Scholar

Nam,J.,Ekinci,Y.,Whyatt,G. (2011). Brand equity, brand loyalty and consumer satisfaction,Annals of Tourism Research, Vol. 38, No. 3, pp. 1009-1030 Search in Google Scholar

Naumann, E., Kordupleski, R. (1995), Customer Value Toolkit, first edition, South-Western College Publishing; Search in Google Scholar

Ostroff, F. and Smith, D. (1992), The Horizontal Organization,McKinsey Quarterly, Winter, 148-167; Search in Google Scholar

Payne, A. (1995), Advances in Relationship Marketing, Kogan Tn Christopher,M., Payne,A., Ballantyne,A.,(2002), Relationship Marketing. Creating Stakeholder Value, Butterworth- Heinemann; Search in Google Scholar

Peck,H., Payne,A., Christopher,M., Clark M. (1999), Relationship Marketing. Strategy and implementation, Butterworth-Heinemann; Search in Google Scholar

Peppers, D., Rogers, M. (1993), The One to One Future. New York: Currency/Doubleday, in Gummesson, E. (2002), Total Relationship Marketing. Second edition, Butterworth- Heinemann; Search in Google Scholar

Pham, C.H. (2019). Antecedents of Consumer Based Brand Equity of Consumer Goods Retailers in Vietnam An Empirical Study, Academy of Entrepreneurship Journal, Vol: 25 Issue: 2; Search in Google Scholar

Pop, N.AI. (2005), Ata§amentul clientului faţă de întreprindere – pârghie principală a marketingului relaţional, in “Marketing. Management – Studii, cercetări-consulting”, Anul XV, Vol.1/2005, p. 19; Search in Google Scholar

Ryals, L.,Payne, A. (2001) Customer Relationship Management in Financial Services: Towards Information-Enabled Relationship Marketing. Journal of Strategic Marketing, no. 9, pp. 3-27 în Gummesson, E.,(2002), Total Relationship Marketing. Second edition, Butterworth-Heinemann;10.1080/713775725 Search in Google Scholar

Smith, G.E. (2016), The Opt-Out Effect. Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty, Pearson Education Inc.; Search in Google Scholar

Vazquez, R., Del Rio, A. B., Iglesias, V. (2002). Consumer-based brand equity: Development and validation of a measurement instrument. Journal of Marketing Management, 18(1/2), 27-48;10.1362/0267257022775882 Search in Google Scholar

Yoo, B., Donthu, N., Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2),195-211;10.1177/0092070300282002 Search in Google Scholar

https://brandkevs.com, Brand Keys Loyalty Leaders 2020, accessed on 08.02.2021; Search in Google Scholar

https://futurumresearch.com/research-reports/experience-2030-global-report-customer-experience/, Experience 2030. The future of customer experience is now, Futurum Research, 2019, accessed on 10.02.2021; Search in Google Scholar

https://www.gfk.com/products/gfk-consumer-life, Gfk Consumer Life 2019 Study, accessed on 10.02.2021; Search in Google Scholar

https://www.votpo.com/blog/the-state-of-brand-lovaltv-2021-global-consumer-survev/, The State of Brand Loyalty 2021: Global Consumer Survey, Yotpo, accessed on 10.02.2021. Search in Google Scholar