Development of a conceptual framework for brand loyalty:A Euro-Mediterranean perspective

Brand loyalty Misunderstood by marketers Attitudinal and behavioral aspect True loyalty and spurious loyalty Application of this concept in Euro

Mediterranean region

Industry Relevance: - Targets Euro Mediterranean region- Establishes a link between consumers and

the factors contributing towards brand loyalty

Academic Relevance:- Attitude and behavioral components of brand

loyalty- Difference between true and spurious loyalty

Secondary data: Extensive literature review- Most of the findings have been obtained from

the literature review.

Primary data: Limited primary research.- Types of consumers in the Euro

Mediterranean region.

From Secondary data:- Loyalty vs. satisfaction- Repeated purchase does not necessarily

indicate brand loyalty- High involvement vs. low involvement- Both attitude and behavior have to be

favorable- Spurious loyalty –

inertia, monopoly, situational conditions; True loyalty- positive attitude

Findings from primary research:- Luxury consumers- Aspirational group- Brand preferred more for emotional factor

rather than functional utility.

Short term vs. long term Latent loyalty

Most findings are from the secondary research

No mention of primary research tools Credibility? Target group

Emerging economies Targeting Re-design the study by including more

primary research.

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