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What is Brand Love

Chapter 1
Management and Marketing for Improved Retail Competitiveness and Performance
expression created to describe brands or companies that have managed to win consumer loyalty in a way that goes beyond simple product preference.
Published in Chapter:
Marketing Management in Retail Customer Satisfaction: Opportunity and Challenges
Albérico Travassos Rosário (GOVCOPP, IADE, Universidade Europeia, Portugal)
Copyright: © 2023 |Pages: 24
DOI: 10.4018/978-1-6684-8574-3.ch001
Abstract
Marketing management is the process of establishing, maintaining, and improving customer satisfaction, assumed to be highly relevant, supporting the idea that companies can maximise their profits on customer satisfaction in retail. With the rapid introduction of new technologies, we have seen a change in consumer lifestyle, demographics, and desire for convenience. Technological progress and environmental advancements have led to the introduction of solutions. Thus, this study aims to identify research trends in the area through a systematic bibliometric review of literature on marketing management research on customer satisfaction in retail. The review includes 57 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The results indicate that marketing management offers multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer satisfaction programs in retail.
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Chapter 8
Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive
The level of passionate connection a satisfied customer feels toward a specific brand.
Published in Chapter: Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 18
Loving and Hating Brands: Multiple Relationships between Consumers and Brands
Willingness to declare love for a brand (as if the brand were a person).
Published in Chapter: Loving and Hating Brands: Multiple Relationships between Consumers and Brands; From: Handbook of Research on Managing and Influencing Consumer Behavior
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Chapter 9
Brand Extension in FMCG Sector Through Social Media Enabled CRM and Investigating Its Impact on Brand Equity
It is customers feeling of attachment and achieving union with a product, person, or place.
Published in Chapter: Brand Extension in FMCG Sector Through Social Media Enabled CRM and Investigating Its Impact on Brand Equity; From: Building a Brand Image Through Electronic Customer Relationship Management
Full Text Chapter Download: US $37.50 Add to Cart
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