ФАКТОРИ ОПОСРЕДСТВАЩИ ВРЪЗКАТА „СОЦИАЛНО – ОТГОВОРЕН БРАНДИНГ – ПОТРЕБИТЕЛСКА ЛОЯЛНОСТ”
FACTORS MEDIATING THE RELATIONSHIP BETWEEN SOCIAL – RESPONSIBLE BRANDING AND CUSTOMER LOYALTY

Author(s): Mariya Georgieva
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: loyalty; social – responsible branding; company credibility; cause – brand fit; congruence between brand personality and customer personality; brand affect; satisfaction; corporate reputation
Summary/Abstract: Building and maintaining customer loyalty is a process with significant importance for the successful market performance of companies. In this report social – responsible branding is presented as a tool to support the realization of this process taking into account the impact of a set of factors: company credibility; cause – brand fit; congruence between brand personality and customer personality; brand affect; satisfaction and corporate reputation

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