Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study

Abstract

Purpose -This study aims to evaluate the relationship between the reputation of the retail brand and customer loyalty in the retail pharmacy sector.Theoretical framework -This article is based on the relationship between customer loyalty and brand reputation. It uses some of the brand reputation variables from the brand equity model (Aaker, 1991) to arrive at an explanatory framework that can differentiate key variables for the most frequented retail pharmacy brands to remain in the market, as well as the differentials of the most frequented retail pharmacy brands.