Customer Loyalty and Brand Management

Customer Loyalty and Brand Management
Author :
Publisher : MDPI
Total Pages : 122
Release :
ISBN-10 : 9783039213351
ISBN-13 : 3039213350
Rating : 4/5 (350 Downloads)

Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén

Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).


Customer Loyalty and Brand Management Related Books

Customer Loyalty and Brand Management
Language: en
Pages: 122
Authors: María Jesús Yagüe Guillén
Categories: Business & Economics
Type: BOOK - Published: 2019-09-23 - Publisher: MDPI

DOWNLOAD EBOOK

Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for b
Online Customer Loyalty
Language: en
Pages: 378
Authors: Roberta C. Nacif
Categories: Business & Economics
Type: BOOK - Published: 2012-12-06 - Publisher: Springer Science & Business Media

DOWNLOAD EBOOK

Roberta C. Nacif investigates the behavioral consequences of self-service purchases via the Internet. She explores the effects of customers' assessments of self
The Effortless Experience
Language: en
Pages: 258
Authors: Matthew Dixon
Categories: Business & Economics
Type: BOOK - Published: 2013-09-12 - Publisher: Penguin

DOWNLOAD EBOOK

Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wr
Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business
Language: en
Pages: 267
Authors: Ekren, Gülay
Categories: Business & Economics
Type: BOOK - Published: 2019-09-27 - Publisher: IGI Global

DOWNLOAD EBOOK

As businesses undergo digital transformation, technologies will lead to greater efficiencies and change how we interact in traditional relationships among suppl
Customer Service on the Internet
Language: en
Pages: 360
Authors: Jim Sterne
Categories: Business & Economics
Type: BOOK - Published: 1996-09-25 - Publisher:

DOWNLOAD EBOOK

From managing your corporate image to organizing information and making it readily available to prospects, this book explores both the technical and strategic i