TY  - GEN
AU  - Rubio,Natalia
AU  - Yagüe Guillén,María Jesús
TI  - Customer Loyalty and Brand Management
SN  - books978-3-03921-336-8
PY  - 2019///
PB  - MDPI - Multidisciplinary Digital Publishing Institute
KW  - trust
KW  - online booking purchases
KW  - shopping time
KW  - engagement
KW  - local food
KW  - website quality
KW  - value chain
KW  - shopping frequency
KW  - bibliometric analysis
KW  - retail
KW  - PLS-SEM
KW  - structural equation modeling (SEM)
KW  - mapping study
KW  - attachment
KW  - consumer engagement
KW  - customer loyalty
KW  - e-commerce
KW  - brand love
KW  - shopping experience
KW  - brand
KW  - consumer
KW  - purchase intentions
KW  - transaction costs
KW  - website
KW  - brand equity
KW  - financial performance
KW  - behavioural e-loyalty
KW  - commitment
KW  - satisfaction
KW  - re-purchase intentions
KW  - earnings
KW  - unlisted firms
KW  - revisit intentions
KW  - B2C tourism online
KW  - customer
N1  - Open Access
N2  - 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)
UR  - https://mdpi.com/books/pdfview/book/1561
UR  - https://directory.doabooks.org/handle/20.500.12854/44460
ER  -