Going My Way?

Crosby, Lawrence A.; Johnson, Sheree L.
July 2002
Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p10
Discusses the evolution of customer loyalty and brand management. Focus of customer satisfaction measurement during the 1970s; Flaws in the measures of customer evaluation developed by market researchers during the 1980s; Event which confirmed the true value of a strong brand in 1988.


Related Articles

  • Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Nysveen, Herbjørn; Pedersen, Per E.; Skard, Siv // Journal of Brand Management;Apr/May2013, Vol. 20 Issue 5, p404 

    Brand experience has been conceptualized as a multidimensional construct that explains customer loyalty. The authors present a study with the purpose of testing a recently published brand experience scale in a service brand context. In addition to validating the established dimensions of the...

  • Expanding the brand. GAZDZIAK, SAM // Independent Processor;Jun2013, Vol. 6 Issue 3, p4 

    The article presents the author's views on the importance of brand name and its value for customer loyalty.

  • Research gives agents insight into ebookers.  // Marketing Week;1/13/2011, Vol. 34 Issue 1, p40 

    The article reports on a survey in Great Britain which suggests that brands still have a long way to go to build customer loyalty in digital channels.

  • Building brand growth. Simms, Jane // Marketing (00253650);9/26/2002, p26 

    Focuses on measuring and sustaining brand value. Development of customer loyalty; Definition of brand value; Determination of most profitable customers. INSETS: TOYOTA CHANGES DIRECTION FOR LONG-TERM SUCCESS.;EASYJET FOCUSES ON BUSINESS MODEL BEFORE BRAND..

  • Key determinants of internal brand management success: An exploratory empirical analysis. Burmann, Christoph; Zeplin, Sabrina; Riley, Nicola // Journal of Brand Management;Jan/Feb2009, Vol. 16 Issue 4, p264 

    This paper presents explorative, empirical data as a first step towards testing the holistic model of internal brand management previously developed by the authors. Based on the premise of identity-oriented branding, the authors statistically examine the factors behind the three key concepts of...

  • ESTRATÉGIA DE DESENVOLVIMENTO DE MARCAS PRÓPRIAS POR SUPERMERCADOS NO BRASIL. Unterleider, Jorge Antonio Appollo; Damacena, Cláudio // Revista de Administração Mackenzie;2006, Vol. 7 Issue 3, p63 

    Retail companies in Brazil, specially the supermarkets, are adopting practices in order to increase the number of consumers and keeping them loyal. At the same time they are trying to be different from the competitors. The competition incited between the supermarkets forces them to look for...

  • Reputation and the Corporate Brand. Argenti, Paul A.; Druckenmiller, Bob // Corporate Reputation Review;Winter2004, Vol. 6 Issue 4, p368 

    Organizations increasingly recognize the importance of corporate reputation to achieve business goals and stay competitive. In recent years, companies as large and prominent as Arthur Andersen and Bridgestone/Firestone learned hard lessons about how quickly a damaged reputation can harm employee...

  • STUDYING BRAND LOYALTY IN THE COSMETICS INDUSTRY. Yousaf, Usman; Zulfiqar, Rida; Aslam, Madiha; Altaf, Mohsin // LogForum;2012, Vol. 8 Issue 4, p327 

    Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's...

  • Finding Your Growth Sweet Spot. Crosby, Lawrence A. // Marketing Management;Nov/Dec2009, Vol. 18 Issue 6, p10 

    The article discusses growth strategies for products with varying levels of brand equity and customer loyalty. Brands with high equity but low loyalty are successful in attracting customers, but not very good at retaining them. Their challenge is to improve the product so that it does not fall...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics