engleski

Brand loyalty: Knowledge retrospective based on a literature review

Brands, as a research topic within the marketing researches, became very popular in the 1970s (Moore and Reid, 2008) and did not lose its popularity till today. There are numerous authors who contributed to the developing theories of brands and branding process. As the market environment changes, knowledge of brands and branding is continuously updated with different aspects or multidisciplinary approaches. The purpose of this paper is to look into one of the theories connected with branding, the theory of brand loyalty. The paper seeks to critically review the literature, and give an overview of the past researches, with the subject of brand loyalty and brand loyalty models as a sort of a knowledge retrospective created over the observed time. Data were collected with impartial key word search of papers published in major journals in the marketing area. Collected data were analyzed and presented according to the pre-set selection process in order to avoid the subjectivity. Contribution of the paper goes into the direction of providing a comprehensive review of the brand loyalty literature, which can be a guide for the future studies in the area. Overall, the paper tends to help the researchers to identify the critical issues and concepts related to the brand loyalty and shape the future research in the field.

brand loyalty; brand loyalty model; literature review

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