Introduction The ultimate aim of all brands as well as those who market them is to build up a large, solid following of customer who are loyal to the brand, discussing it and favouring it in purchasing decisions where it is involved. The question that needs to be answered by all good brand promoters then is how to gain this loyalty and this favour from […]

Introdction A brand is a design, term, name, or any feature used to identify the products or services of a seller from the ones of other sellers in the market (Jacoby and Chestnut, 1978). Although there is a large body of research on brand loyalty in marketing literature, the relationship between brand loyalty and brand elements has not always been well documented or understood. In […]

Introduction A brand is a design, term, name, or any feature used to identify the products or services of a seller from the ones of other sellers in the market (Jacoby and Chestnut, 1978). Although there is a large body of research on brand loyalty in marketing literature, the relationship between brand loyalty and brand elements has not always been well documented or understood. In […]