Food and Beverage Brand Development: Global Trends and Directions for Ukraine

Piankova, Oksana

doi:10.14254/2071-789x.2014/7-2/12

Cited by 1 publication

(2 citation statements)

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“…Consumer behavior and consumer loyalty is subjected to several theoretical approaches [6][7][8][9]. For instance, Solgaard and Hansen [10] came up with the model of consumer choice based on consumer perceived utility (i.e.…”

Section: Brand Loyalty and Fashion Marketing: A Case Study Of Romaniamentioning

confidence: 99%

“…Many factors play role in influencing consumption behaviour including consumers' demographics, their culture, political factors, consumers' faith, social factors as well as environment [1] For example, Dick and Basu [4] described customer loyalty as "a relationship between relative attitude and repeat patronage". Salegna and Fazel [5] defined brand loyalty as "commitment, behavioural intent and behaviour to repurchase a particular brand".Consumer behavior and consumer loyalty is subjected to several theoretical approaches [6][7][8][9]. For instance, Solgaard and Hansen [10] came up with the model of consumer choice based on consumer perceived utility (i.e.…”

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Brand loyalty and fashion marketing: a case study of Romanian youth

Simionescu¹,

Strielkowski²

2017

MMI

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BRAND LOYALTY AND FASHION MARKETING: A CASE STUDY OF ROMANIAN YOUTHIntroduction. Consumption behaviour and the consumers' choices and preferences for particular brands are influenced by a plethora of various factors and indications including consumers' demographics, their culture, political factors, consumers' faith, social factors as well as environment [1]. Customer loyalty to brands represents one of the key assets of any enterprise and it is very important in keeping and enlarging the customers' base. Brands constitute a key element in creating the enterprise name and position on the market, as well as a reference point for its clients [2].The significance of customer loyalty becomes even more important for the growth and survivial of any enterprise in the situation when the relevant market becomes saturated and no new customers are in sight [3]. Another factor that helps the companies to retain their customers might be through a considerable segmentation of the market where none of the main players possesses more than 16% of market share.Analysis of recent research and publications. Many factors play role in influencing consumption behaviour including consumers' demographics, their culture, political factors, consumers' faith, social factors as well as environment [1] For example, Dick and Basu [4] described customer loyalty as "a relationship between relative attitude and repeat patronage". Salegna and Fazel [5] defined brand loyalty as "commitment, behavioural intent and behaviour to repurchase a particular brand".Consumer behavior and consumer loyalty is subjected to several theoretical approaches [6][7][8][9]. For instance, Solgaard and Hansen [10] came up with the model of consumer choice based on consumer perceived utility (i.e. the consumer's perception of what she or he gives and receives). The receiving part can be described by store's service output [11]. The giving part is represented by the cost of purchased goods and services which can be expressed in terms of time and money spent in the process of shopping [12]. It can be shown that the rational behavior (i.e. when one assumes all consumers to be rational economic agents) makes consumers to shop in the stores with greatest output for the money spent [13].Furthermore, Gounaris and Stathakopoulos [14] argued that brand loyalty has been viewed from three dimensions; a behavioural dimension demonstrated by repeated purchases, an attitudinal dimension manifested by preference, commitment or intention to purchase and a reasoned action dimension affected by social influences that can be derived from many factors such cultural, religious or political factors.

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Section: Brand Loyalty and Fashion Marketing: A Case Study Of Romaniamentioning

confidence: 99%

mentioning

confidence: 99%