Investigating Critical Success Factors of Brand Loyalty: A Meta-Data Analysis Approach

Authors

  • Syahida Abd Aziz Universiti Malaysia Perlis
  • Muhammad Shahar Jusoh Universiti Malaysia Perlis
  • Mohammad Harith Amlus Universiti Malaysia Perlis

Abstract

Brand loyalty is a critical issue faced by organisations. It increases an organisation's profits and market share. Overlooking brand loyalty among customers raises problems in retaining customers. Besides, retaining the existing customers is more cost efficient rather than gaining and attracting new customers. Thus, this paper explores the elements of brand management that influence customer brand loyalty. This paper conducts a meta-data analysis addressing this lacuna in the literature and helps researchers to understand the concepts and elements used to measure customer brand loyalty. The study found that product quality, brand service quality, brand value and brand image, among others are factors influencing brand loyalty. Brand loyalty can be conceptualized with measurable brand dimensions and tested in future empirical studies for model fitness.

Keywords: Brand Management, Brand Loyalty, Meta-Data analysis

JEL Classifications: M1, M3

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Author Biographies

Syahida Abd Aziz, Universiti Malaysia Perlis

School of Business Innovation and Technopreneurship

Muhammad Shahar Jusoh, Universiti Malaysia Perlis

School of Business Innovation and Technopreneurship

Mohammad Harith Amlus, Universiti Malaysia Perlis

School of Business Innovation and Technopreneurship

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Published

2017-07-12

How to Cite

Abd Aziz, S., Jusoh, M. S., & Amlus, M. H. (2017). Investigating Critical Success Factors of Brand Loyalty: A Meta-Data Analysis Approach. International Review of Management and Marketing, 7(3), 233–237. Retrieved from https://econjournals.com/index.php/irmm/article/view/4919

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Articles