Practice of empirical study of consumer brand loyalty.
The article discusses the specifics of the phenomenon of commitment or loyalty of consumers to various goods and services. Brand is considered to be a primary object of loyalty of modern consumers and is defined as a complex social construct, carrying all consumers’ representations of products and product groups. The results of the study have demonstrated the linkage of membership in internet communities and consumer brand loyalty (CBL). It is concluded that CBL can become a forming factor of new social groups.
Published: 03/30/2012
Keywords: Array
Available online since: 30.03.2012
-
To cite this article:
This work is licensed under a Сreative Commons Atribiution - NonCommercial 4.0 International (CC BY-NC 4.0)