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Measurement of Customers' Brand Choice and Brand Loyalty Expectancy Value & Colombo - Morrison Model Approach

2019
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Release : 2019
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Book Synopsis Measurement of Customers' Brand Choice and Brand Loyalty Expectancy Value & Colombo - Morrison Model Approach by : Prasanna Mohan Raj

Download or read book Measurement of Customers' Brand Choice and Brand Loyalty Expectancy Value & Colombo - Morrison Model Approach written by Prasanna Mohan Raj. This book was released on 2019. Available in PDF, EPUB and Kindle. Book excerpt: Brand choice is the biased, mindful and behavioural tendency which direct consumer's predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of top-line growth. The committed loyal customers become evangelists for the brand. The brands are increasingly finding it difficult to retain the customers in the era of the brand deluge. The brand success cannot be achieved without achieving brand loyalty. The loyal customers stay with their preferred brand as long as the brand continues to deliver its superior value proposition. Marketers and academics always interested to measure brand choice and brand loyalty. Marketing models are developed to measure both constructs. This paper tests brand choice through the expectancy-value model and brand loyalty score is measured by using this Colombo-Morrison brand-loyalty model. This research is carried out in the smartphone segment in India. Smartphone segment dominated the total handset market by holding a 50% market share during Q3 2018. Top five brands captured 77% share of the total smartphone market during the quarter. In the smartphone segment, Xiaomi leads the market by having a 27 % market share in Q3 of 2018. This paper concludes by developing precise brand choice score and brand loyalty score.

Applying Metalytics to Measure Customer Experience in the Metaverse

2022-06-24 Business & Economics
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Release : 2022-06-24
Genre : Business & Economics
Kind : eBook
Book Rating : 358/5 ( reviews)

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Book Synopsis Applying Metalytics to Measure Customer Experience in the Metaverse by : Bathla, Devesh

Download or read book Applying Metalytics to Measure Customer Experience in the Metaverse written by Bathla, Devesh. This book was released on 2022-06-24. Available in PDF, EPUB and Kindle. Book excerpt: In many ways, the appearance of the metaverse is an unparalleled progression. A number of new technologies have come together to enable its vision. Augmented reality (AR) and virtual reality (VR) headsets have become cheaper and more powerful improving the user experience. Blockchain has enabled digital currencies and NFTs. The new methods to transact and own digital goods are allowing creators to monetize their activities through tokens. In addition to monetization, and as a means to exchange value, token-holders can also participate in the platform’s governance (e.g., vote on decisions). This democratic ownership economy coupled with the possibility of interoperability could unlock immense economic opportunities whereby digital goods and services are no longer captive to a singular gaming platform or brand. As the world steps into the metaverse, it is imperative to spark conversations with all objects and those interacting within the next dimension. Applying Metalytics to Measure Customer Experience in the Metaverse introduces metalytics, a new perspective on analytics for the new dimension of spatial and immersive Web 3.0. It presents the new conversations in the elements of a new digital age converging at a large scale. Covering topics such as big data analytics, financial services, and network analysis, this premier reference source is an essential resource for business leaders and executives, IT managers, entrepreneurs, financial specialists, consultants, statisticians, marketers, government officials, students and educators of higher education, librarians, researchers, and academicians.

Brand Loyalty

1978 Business & Economics
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Release : 1978
Genre : Business & Economics
Kind : eBook
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Book Synopsis Brand Loyalty by : Jacob Jacoby

Download or read book Brand Loyalty written by Jacob Jacoby. This book was released on 1978. Available in PDF, EPUB and Kindle. Book excerpt:

Customer Loyalty and Brand Management

2019-09-23 Business & Economics
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Release : 2019-09-23
Genre : Business & Economics
Kind : eBook
Book Rating : 350/5 ( reviews)

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Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén

Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén. This book was released on 2019-09-23. Available in PDF, EPUB and Kindle. Book excerpt: 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).

Brand Choice

2004-11-23 Business & Economics
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Release : 2004-11-23
Genre : Business & Economics
Kind : eBook
Book Rating : 200/5 ( reviews)

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Book Synopsis Brand Choice by : Randolph J. Trappey

Download or read book Brand Choice written by Randolph J. Trappey. This book was released on 2004-11-23. Available in PDF, EPUB and Kindle. Book excerpt: Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.

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