Paper Contents
Abstract
The primary objective of the research is to conduct a comprehensive conceptual investigation into brand loyalty. To achieve this objective, the authors have gathered various articles from reputable journals for the literature review. Subsequently, a thorough theoretical analysis was carried out on the collected articles. The key points, definitions, antecedents of brand loyalty, and factors influencing brand loyalty were extracted from these articles. In today's fiercely competitive world, there is a significant need for the examination of brand loyalty. A detailed explanation of brand loyalty and its significance is provided in the study. The principal discovery of the research indicates that both rational and emotional elements need to be examined in a combined manner to obtain a holistic evaluation of brand loyalty. The managerial implication derived from this study suggests that brand loyalty can be attained by earning the trust of customers. The study concludes that customers maintain loyalty only when they have an emotional connection with the brand.
Copyright
Copyright © 2024 Chakkaravarthy kumaresan R. This is an open access article distributed under the Creative Commons Attribution License.
