Investigation factors affects brand loyalty

The reality of competing under globalization has dramatically increased the importance of brand loyalty in the past decades. It is widely acknowledged that loyalty becomes most powerful when it is comprised of both behavioural and attitudinal components. The blend of repeat purchase behaviour and emotional attachment to the company and its brands helps generate loyalty that is robust and enduring. Majority of the studies on brand loyalty have been conducted in developed countries either from the organizational perspective or from the individual perspective. This book aims to shed a light on the brand loyalty, definition, importance, measurements and types. In addition, this book will present also the theories that are applied in brand loyalty such as the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM) along with the Porter’s Five Forces Theory and the Service Quality Model are elaborated. Existing frameworks that have investigated brand loyalty and its antecedents are analyzed and discussed.