|
|
|
For Authors: |
|
|
|
For Readers: |
|
|
|
|
|
Article Details :: |
|
|
| Article Name : | | | ROLE OF PRODUCT INVOLVEMENT AND POST PURCHASE SERVICES ON BRAND LOYALTY, BRAND ATTACHMENT AND BRAND COMMUNITY | | Author Name : | | | M. Sadik Ali | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-278 | | Article URL : | |  | Author Profile | | Abstract : | | | Brand become everyones part of life, an important concern for marketing managers is developing and maintaining long-term relationships with customers. In this context, brand loyalty helps with a better understanding of the link between consumers and brands. Conquering a new customer becomes more and more problematic and costly and it is often the loyal customers that assure the growth and the survival of the brand for the years to come. Strong, favourable and unique brand associations are essential as points-of-difference that can serve as sources of brand to drive the differential effects. The purpose of this paper is to identify the role of product involvement and post purchase services on brand loyalty, brand attachment and brand community. And the results show that product involvement and post purchase services have impact on brand loyalty, attachment and engagement. This paper gives an empirical outcome of the determinants of brand resonance among Enfield users. | | Keywords : | | - brand loyalty
- brand attachment
- brand community
- product involvement
- product involvement
- post purchase services
- royal enfield
|
|
|
|
|
|