A Conceptual Review on Building, Managing and Assessing Brand Loyalty
A Conceptual Review on Building, Managing and Assessing Brand Loyalty

Summary/Abstract: Nowadays, brands represent valuable business assets, adding both economic and strategic value to its proprietors. During the past years, brand loyalty has been an intensively analyzed subject among marketing specialists. Besides the actual proprietary brand assets, some major elements such as awareness, perceived quality, associations and others underlie brand equity. Most of all, brand loyalty represents the core of a brand’s value. This paper represents a conceptual review of the most relevant scientific approaches on positioning brand loyalty within a larger framework of brand equity and relates it to other descriptive dimensions of brand equity. The paper depicts the positive effects of a high degree of brand loyalty, outlines some of the main classifications of customers in considering their level of loyalty, and emphasizes a set of guidelines and practices in creating, maintaining, enhancing, and assessing brand loyalty. The review should be useful from both managerial perspective (for practical reasons) and scientific perspective (providing a theoretical framework for potential future research).

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