brand loyalty
Relações Internacionais
Verbete 1 de 1
substantivo
Contexto: "As such, consumers who have brand loyalty towards the parent brand are inclined to maintain the existing relationship and are willing to try the new extension products."
Fonte: http://www.emeraldinsight.com/journals.htm?issn=1361-2026&volume=13&issue=4&articleid=1811763&show=html&PHPSESSID=mo6pipq7qhfm8dkqj47r0p2ii5
Fonte: http://www.emeraldinsight.com/journals.htm?issn=1361-2026&volume=13&issue=4&articleid=1811763&show=html&PHPSESSID=mo6pipq7qhfm8dkqj47r0p2ii5
Termo equivalente: fidelidade à marca; lealdade à marca
Definição: "Brand loyalty is defined as the biased behavioral response expressed over time by a decision-making unit, with respect to one brand out of a set of such brands, and is a function of psychological processes (Jacoby and Chestnut, 1978)."
Fonte: http://siena.edu/uploadedfiles/home/Academics/Schools_and_Departments/School_of_Business/Lodes%20Marketing.pdf
Fonte: http://siena.edu/uploadedfiles/home/Academics/Schools_and_Departments/School_of_Business/Lodes%20Marketing.pdf
