Prekinių ženklų marketingo veiksmingumas vartotojų lojalumui: teorinis aspektas
Efficiency of Brand Marketing for Customer Loyalty: Theoretical Aspect

Summary/Abstract: As Gudačiauskas (2003) notes, loyalty can be defined as a function of customer satisfaction with a brand, their sensitivity to the price and frequency of repeated purchases (Gudančiauskas, 2003, p. 87). Customer loyal to a particular brand is called attached customers by W. D. Neal (Gudynaitė, 2006). Customer loyalty is one of the ways to rise the price of company shares. Loyal customers are profitable customers. In order to make customers loyal it is necessary to create such a brand which would be appreciated by most valuable customers and form a company’s preferred image in its customers’ consciousness. Customer loyalty to a brand, popularity of a company name, associations inspired by a company or quality of its products / services show the value of a particular brand. A company has to monitor and evaluate influence of its brand on its customers because that influence is likely to change due to fashion trends, environmental causes, developing technologies, etc. Time and environmental changes are main factors forcing to develop a product, its brand, service quality and marketing culture constantly. Analyzing brand features that influence customer loyalty it is essential to focus on factors influencing the process of choosing a product of a particular brand and the importance of customer experience management.

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