Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company's fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model
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