Lomonosov Psychology Journal
ISSN 0137-0936
eISSN 2309-9852
En Ru
ISSN 0137-0936
eISSN 2309-9852

Article

Vinokurov F.N. (2012). Practice of empirical study of consumer brand loyalty. Moscow University Psychology Bulletin, 1, 155-161

Abstract

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. 

Pages: 155-161

Keywords: consumer brand loyalty (CBL); internet-communities of consumers;

Available Online 30.03.2012

For citing this article:

Vinokurov F.N. (2012). Practice of empirical study of consumer brand loyalty. Moscow University Psychology Bulletin, 1, 155-161