Brand Loyalty from a Multi-faceted Perspective
ORGA 201 Introduction to Management Section OP51
Max Su (1762788)
Instructor: Rob Dean
Brand loyalty is the ‘Holy Grail’ to all marketing organizations. Marketing practitioners are consumed by it. They search. They try. They dream. They want to achieve the ultimate in brand loyalty, making it so airtight that no competition can lure their consumers from their brands of products. Unfortunately, there is no one-size-fit-all methodology. Competition is dynamic. There’s no way to accurately anticipate what the creativity of their competitors can bring to the marketplace, which can lead to the eventual overwhelming of an established brand. There’s no telling how the motivations and perceptions of their customers may change, having inundated by communications in every conceivable fashion on a daily basis. Yet the organizations that can achieve strong brand loyalty for their products can ensure profitability for their stakeholders. Those who cannot shall perish in the war of the marketplace. Building strong brand loyalty for a company’s products is not just an idea, or a one hit wonder. Rather, building strong brand loyalty is a process that requires management excellence. For this reason we look at brand loyalty from a multi-faceted perspective. Somewhere out there, among the numerous ideas and theories, may lie one that may help turn the fortune of an organization.
Härtel, C., Russell-Bennett, R., Worthington, S. (2010). Brand Management. A Tri-dimensional Approach for Auditing Brand Loyalty, 17(4), 243-253. Retrieved from http://palgrave-journals.com/bm/.
In this article, the authors outline a framework for conducting a brand loyalty audit that uses a tri-dimensional approach, which are, cognitive (I think), emotive (I feel) and behavioral (I do) response. With different levels and intensity of brand loyalty, the tri-dimensional approach allows the manager to target the significant market segments more effectively. The authors have very strong academic credentials from universities in Australia. Worthington is a Professor of Marketing at Monash University specializing in distribution of financial services. Russel-Bennett is an Associate Professor at Queensland University with research and consulting work on the role of emotions in organizational and consumer behavior. Härtel is a Professor of Organizational Behavior and Development and Director of the Social and Economic Interface Research at Monah University. In conducting the audit, the first step is to measure the current level of emotional, cognitive and behavioral loyalty, and then, in step two, prioritize the segments. Once the priorities are set, the manager will have to strategize to increase loyalty (if it is low) or maintain loyalty (if it is high). Thus, this article is for managers looking to evaluate the strength and flaws of their product, with the goal of brand loyalty in mind. This article has 24 references; nearly half of these references are based on the authors’ previous research involving brand loyalty and marketing, the other references help to build on concepts and research examples. The tri-dimensional audit faces two challenges. First, the framework is untested and therefore requires validation across product types. Second, the level of influence on priority and strategies is not knowable and therefore is subject to arbitration. More work has to be done on this model. Nevertheless, it introduces new ideas in understanding brand loyalty.
Babur, M. N. & Naveed, F. (2011). Interdisciplinary Journal of Contemporary Research in
Business. The Real Battle Starts Now; Moving Beyond Brand Management, 2(12), 629-
635. Retrieved from http://ijcrb.webs.com.
This article looks to examine the steps an organization can take after establishing the brand to...