Can you suggest me some papers that illustrated a good literature review on brand loyalty and others that are focused on millennials' attitude to be loyal to brands? I'm looking for the most recent research possible about these two topics. Thanks a lot in advance!
I can recommend the following papers. It is not directly a literature review on loyalty, but focuses millenials and brand-related constructs
Eric Kennedy, (2017) "I create, you create, we all create – for whom?", Journal of Product & Brand Management, Vol. 26 Issue: 1, pp.68-79, https://doi.org/10.1108/JPBM-01-2016-1078
Eric Kennedy, Francisco Guzmán, (2016) "Co-creation of brand identities: consumer and industry influence and motivations", Journal of Consumer Marketing, Vol. 33 Issue: 5, pp.313-323, https://doi.org/10.1108/JCM-07-2015-1500
Good day,
Kindly find the attached file regarding one of my researches (Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty), it may help you,
Best regards,
Dr. Alhaddad
There is a paper on Reichheld F F (1993), “Loyalty-based management”, Harvard Business Review (March-April),
Paper by Dowling & Uncles on Loyalty programs
The following papers should also be helpful:
- Baldinger, A. L. and Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of advertising research, 35, 6, pp. 22-35.
- Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, C, pp. 103-113.
- Jacoby, J. and Kyner, D. B. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. Journal of Marketing Research, 10, 1, pp. 1-9.
- Ordun, G. (2015). Millennial (Gen Y) consumer behavior their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11, 4, pp. 40-55.
- Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20, 2, pp. 189-199
This is not an academic paper but a very good report that you may find interesting
Accenture, 2017. See Beyond the Customer Loyalty Illusion | Accenture, Available at: https://www.accenture.com/t20170216T002701Z__w__/us-en/_acnmedia/PDF-43/Accenture-Strategy-GCPR-Customer-Loyalty_Infographic.pdf#zoom=50 [Accessed July 28, 2017].
Millennials and Brand Loyalty: A Complex Interaction
Please let me know if the following references/sites are useful to you:
1. Study: Millennials Are the Most Brand-Loyal Generation ...
https://www.inc.com/geoff-smith/millennials-becoming-more-loyal-in...
Thanks to--you guessed it--social media, brand loyalty is higher than ever among the generation advertisers can't get enough of.Customer Behavior -
2. How Loyal Are Millennials to Brands ...
www.marketingprofs.com/.../24739/how-loyal-are-millennials-to-brands
Mar 26, 2014 · Customer Behavior - Some 64% of Millennials say they feel at least as much brand loyalty to their favorite brands as their parents do to their own favorite ...
3. Study: Brand loyalty not such a biggie for millennials ...
https://www.retailcustomerexperience.com/news/study-brand-loyalty...
Retailers will need to do some serious marketing and brand shifting going forward given the biggest consumer base, those millennials, aren't as loyal or brand ...
4. Millennials and Brand Loyalty: A Complicated Affair ...
https://www.marketingcharts.com/brand-related-41522
Millennials and Brand Loyalty: A Complicated Affair ... Millennials said they were most brand-loyal to mobile phone providers ... Please enter your last name.
Dennis
Dennis Mazur
This is not an academic paper, but an Ipsos report released earlier this year. It is based on polling data from our Global Trends program and themed around myths and realities of millennials. It has a chapter on millennials and brands.
https://www.ipsos.com/sites/default/files/2017-05/ipsos-mori-millennial-myths-realities-full-report.pdf
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