Search results for "relational marketing"

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

2021

Abstract The current medical crisis and, implicitly, the economic one, generated by the Covid-19 pandemic have brought increased attention to the issue of brand-related consumer loyalty, as loyal consumers are the safest and most stable source of profit in the current economic and social context. It is well-known that there is no equality between the notions of consumer satisfaction and loyalty. The two notions are not synonymous, as consumer satisfaction is only a relative, but not sufficient condition to obtain consumer loyalty. This paper aims to take a systemic approach in discussing the issue of brand-related consumer loyalty, starting from the inputs, respectively the favorable factor…

HF5001-6182Social PsychologyConsumer loyaltymedia_common.quotation_subject05 social sciencesEconomics Econometrics and Finance (miscellaneous)consumer satisfactionSocial environmentContext (language use)Secondary databrand equityProfit (economics)Order (business)0502 economics and businessLoyaltyPandemicBusiness Management and Accounting (miscellaneous)Business050211 marketingBusinessrelational marketingMarketing050212 sport leisure & tourismbrand loyaltymedia_commonStudies in Business and Economics
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