Customer Loyalty and Brand Management

• Main Author: Rubio, Natalia (auth)
• Other Authors: Yagüe Guillén, María Jesús (auth)
• Format: Electronic Book Chapter
• Language: English
• Published: MDPI - Multidisciplinary Digital Publishing Institute 2019
• Subjects: trust; online booking purchases; shopping time; engagement; local food; website quality; value chain; shopping frequency; bibliometric analysis; retail; PLS-SEM; structural equation modeling (SEM); mapping study; attachment; consumer engagement; customer loyalty; e-commerce; brand love; shopping experience; brand; consumer; purchase intentions; transaction costs; website; brand equity; financial performance; behavioural e-loyalty; commitment; satisfaction; re-purchase intentions; earnings; unlisted firms; revisit intentions; B2C tourism online; customer
• Online Access: DOAB: download the publication; DOAB: description of the publication

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 dif...