What is it about?
Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty.
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Why is it important?
The study was implemented by means of a survey, applied to 284 customers of a soft drink brand from Northeast Brazil that was acquired by one of the biggest soft drink producers in the world. Data were analyzed through multivariate statistics and applying structural equation modeling technic.
Perspectives
It was possible to evidence that there is a positive relation between the constructs brand awareness and perceived quality and positive influence of brand personality over brand awareness, as well as perceived quality over brand love. Also, evidence showed that brand love influences brand loyalty and that consumption level is a meaningful moderator of this relation.
PhD Gabriel Sperandio Milan
Unisinos - Universidade do Vale do Rio dos Sinos
Read the Original
This page is a summary of: BRAND LOYALTY DETERMINANTS IN THE CONTEXT OF A SOFT DRINK BRAND, RAM Revista de Administração Mackenzie, January 2019, FapUNIFESP (SciELO),
DOI: 10.1590/1678-6971/eramr190015.
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