КОНЦЕПТУАЛНИ ОСНОВИ НА ЛОЯЛНОСТТА
CONCEPTUAL BASES OF LOYALTY

Summary/Abstract: The paper elucidates central theoretic aspects of the origin and the nature of the phenomenon of "loyalty" as a marketing issue. It highlights the core definitional and classification differences in incorporating the concept of loyalty into the marketing theory and practice, proposes a conceptualization for the phenomenon and outlines the main areas in which it can be researched. In its concluding part the paper summarises the consequences of the ambiguity of the extant conceptualizations of consumer brand loyalty for the validity and the comparability of the loyalty ratings based on them.

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