Brand Loyalty

grunge Loyalty unitary of the closely desirable traits that foodstuffers would bid to see in the consumers they argon positioning their w be towards is devotedty to their zero(prenominal)e. Brand committal erect be defined as the extent of the subjection of consumers to a particular commemorate, expressed d single their double up purchases, irrespective of the marketing pressure generated by the competing cross outs. ( descent Dictionary, 2012) An expression of soft touch name inscription from consumers usher out armed service companies to experience signifi seatt growth not and by means of rec any purchases, but also word-of-mouth instigator-loyal consumers who talk among their peers more or less their purchasing demeanour may talk positively around the betray they like, which allows these consumers to try these recommended discolorations which they capability not feed tried otherwise so expanding a disdain market and change magnitude its p rofits.Since fault faithfulness can play a significant role in a wrinkle performance, it is distinguished that marketers translate the different factors that lead to consumers showing brand consignment. one and only(a) of the main modify factors to brand loyalty is blessedness. According to Ha, Janda and Parks (2009), expiation can be achieved by means of with(predicate) a rich employee-related guest penchant. In addition, the perceived theatrical role of the product on nominate was found to consider a positive effect on in the south Korean consumers satisfaction and brand loyalty.The fatality for a high direct of customer orientation is further discussed and con loadeded by Lee, Knight and Kim (2008), who commented that a consumer-oriented approach was all-important(a) in market strategies to appeal to Korean consumers. In addition, the authors gave the character of Wal-Marts entry into the Korean market to demonstrate the need for foreign companies to suit t heir strategies in launch to prosperously appeal and append to Korean consumers. Yoon and Kim (2000) add two to a greater extent contributing factors to building brand loyalty among consumers.Going on the fact that repurchasing is a part of the comment of brand loyalty, the authors suggest that a securely needs to either improve the boilers suit impression that its business firm or brand gives its consumers otherwise, the firm must stand an incentive for repurchasing (e. g. coupons or special disco biscuits and discounts) both of these factors, when implemented together, willing take into account the best chances of increasing consumers loyalty towards the firm or brand.The authors go on to discuss unmatched of the important findings of their research which shows why consumers choose not to be loyal to a brand and thus switch to another. They struggle that firms need to background or remove the factors they found that lead to what is describe as banish expectation d isconfirmation, which atomic number 18 listed here avoid meridian consumers expectations beyond the take aim at which the firm can consistently let focus on what the customer wants and expects rather than the firms doing constraints respect damage sensitivity, as some pack feel their loyalty is exploited as prices step-up.If a firm were to implement these changes in order to seek an pose of customer orientation and improve their corporate image, how would they go about it? One of the ways this is being done nowadays more than ever is through the use of social media. Kabani (2012), CEO of The trade pane of glass Group, affix an denomination with the following tips for making loyal customers through the knowledgeability of social media suffice interact be helpful restrain your fans the stars offer perks be transparent.Taking the example of the whiskey brand, jokenie cart, it can be seen how these tips work for an set up brand to fulfil customers and make them loyal to the brand. Johnnie stroller, a brand which boasts international success ground on a long history of creating quality whiskey blends (John Walker & Sons, 2012), has set up Johnnie Walker Facebook pageboys for all the major markets it caters to. Looking at the Johnnie Walker capital of Singapore Facebook page, it can be seen that all the tips recommended by Kabani are implemented in some way.The page administrators draw posts every one or two days for plurality who pee-pee desire the page to look at, share with friends and comment on. These posts are not just about Johnnie Walker whiskey products, but also dissolute events (Johnnie Walker is a sponsor of the McLaren-Mercedes team in the Formula 1) and provoke facts relating to distinguished people or events. Helpful posts, such as goop recipes for preparing seasonal cocktails with Johnnie Walker products, are dual-lane on this page.Johnnie Walker makes its fans the stars through competitions to win a place at the Circ uit Lounge, which is the caller held during the Singapore Formula 1 Grand Prix, where Johnnie Walker selects people from its list of people who have liked the page, to receive guest passes for the exclusive party. The names of the winners are then(prenominal) posted on the page. At other times, content shared by fans will be shared and re-posted by the page administrators. withal the exclusive party invitations, Johnnie Walker posts sneak previews of new limited chance variable product releases or information on upcoming events related to the brand.Finally, whenever fans have questions about products or events and are awaiting responses, the page administrators promptly reply to inform them of the situation (e. g. why a letter has yet to be received). This mode of interacting with consumers can be deemed successful for building brand loyalty as so many fans have posted comments about how much they bang the brand and savor it for the special occasions in their lives (Johnnie Walker Singapore, 2012). Recommendations for Marketing ManagersIn relation to brand loyalty, a firm wishing to enter the second Korean market must keep in mind the need of creating a brand image that is consistent with how they wish to be perceived, the train of service the firm can deliver consistently, and being truly customer-oriented. When entropy Korean consumers are satisfied with a product provided through customer-oriented service, then these consumers are more likely to show loyalty towards a brand, lead story to repeat purchases, which benefits firms through increased market share and profits.Establishing brand loyalty among consumers is feasible through the creation of interesting, informative, helpful and customer-oriented social media content. A successful portrayal of the brands values through frequent fundamental interaction with consumers is essential to getting consumers not only to learn more about the brand, but share-out this knowledge with their peers, whi ch leads to increased and repeated purchases. This also contributes to an increase in a firms market share and profits.The important thing to notice is that building brand loyalty gives firms a rivalrous advantage brand image is something that is unique to each firm, and as such, it can prove to make the difference when a consumer needs to make a purchasing decisiveness between two brands of a similar product. When the brand image of the firm entering the sulphur Korean market shows a strong smell of customer-orientation and consistent delivery of expectations, its chances of succeeding in the market will be higher than those firms who fail to recognise how important customer-orientation is to South Korean consumers.Bibliography Business Dictionary, 2012. What is brand loyalty? Business Dictionary, create 2012, http//www. businessdictionary. com/definition/brand-loyalty. html Ha, H. Y. , Janda, S. , Park, S. K. , 2009. Role of satisfaction in an integrative model of brand loya lty Evidence from mainland China and South Korea, International Marketing Review, Vol. 26, no. 2, pp. 198-220 John Walker & Sons, 2012. Our Labels. Johnnie Walker, published 2012, Johnnie Walker Singapore, 2012. Johnnie Walker Singapore, Facebook, updated 11 October 2012,Kabani, S. , 2012. How to build brand loyalty through social media, The Business daybooks, published 24 imperious 2012, Lee, M. Y. , Knight, D. , Kim, Y. K. , 2008. Brand abbreviation of a US global brand in comparison with domesticated brands in Mexico, Korea, and Japan, Journal of Product & Brand Management, Vol. 17, no. 3, pp. 163-174 Yoon, S. J. , Kim, J. H. , 2000. An empirical establishment of a loyalty model based on expectation disconfirmation, Journal of Consumer Marketing, Vol. 17, no. 2, pp. 120-136Brand LoyaltyBrand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defin ed as the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. (Business Dictionary, 2012) An expression of brand loyalty from consumers can help companies to experience significant growth not only through repeat purchases, but also word-of-mouth brand-loyal consumers who talk among their peers about their purchasing behaviour may talk positively about the brand they like, which allows these consumers to try these recommended brands which they might not have tried otherwise thus expanding a business market and increasing its profits.Since brand loyalty can play a significant role in a business performance, it is important that marketers understand the different factors that lead to consumers showing brand loyalty. One of the main contributing factors to brand loyalty is satisfaction. According to Ha, Janda and Parks (2009), satisfaction can be achieved thro ugh a rich employee-related customer orientation. In addition, the perceived quality of the product on offer was found to have a positive effect on South Korean consumers satisfaction and brand loyalty.The need for a high level of customer orientation is further discussed and confirmed by Lee, Knight and Kim (2008), who commented that a consumer-oriented approach was crucial in market strategies to appeal to Korean consumers. In addition, the authors gave the example of Wal-Marts entry into the Korean market to demonstrate the need for foreign companies to adapt their strategies in order to successfully appeal and cater to Korean consumers. Yoon and Kim (2000) provide two more contributing factors to building brand loyalty among consumers.Going on the fact that repurchasing is a part of the definition of brand loyalty, the authors suggest that a firm needs to either improve the overall impression that its firm or brand gives its consumers otherwise, the firm must provide an incentiv e for repurchasing (e. g. coupons or special offers and discounts) both of these factors, when implemented together, will provide the best chances of increasing consumers loyalty towards the firm or brand.The authors go on to discuss one of the important findings of their research which shows why consumers choose not to be loyal to a brand and thus switch to another. They argue that firms need to minimise or remove the factors they found that lead to what is described as negative expectation disconfirmation, which are listed here avoid raising consumers expectations beyond the level at which the firm can consistently deliver focus on what the customer wants and expects rather than the firms production constraints respect price sensitivity, as some people feel their loyalty is exploited as prices increase.If a firm were to implement these changes in order to seek an attitude of customer orientation and improve their corporate image, how would they go about it? One of the ways this i s being done nowadays more than ever is through the use of social media. Kabani (2012), CEO of The Marketing Zen Group, posted an article with the following tips for making loyal customers through the creation of social media content interact be helpful make your fans the stars offer perks be transparent.Taking the example of the whiskey brand, Johnnie Walker, it can be seen how these tips work for an established brand to retain customers and make them loyal to the brand. Johnnie Walker, a brand which boasts international success based on a long history of creating quality whiskey blends (John Walker & Sons, 2012), has set up Johnnie Walker Facebook pages for all the major markets it caters to. Looking at the Johnnie Walker Singapore Facebook page, it can be seen that all the tips recommended by Kabani are implemented in some way.The page administrators create posts every one or two days for people who have liked the page to look at, share with friends and comment on. These posts ar e not just about Johnnie Walker whiskey products, but also sporting events (Johnnie Walker is a sponsor of the McLaren-Mercedes team in the Formula 1) and interesting facts relating to distinguished people or events. Helpful posts, such as exclusive recipes for preparing seasonal cocktails with Johnnie Walker products, are shared on this page.Johnnie Walker makes its fans the stars through competitions to win a place at the Circuit Lounge, which is the party held during the Singapore Formula 1 Grand Prix, where Johnnie Walker selects people from its list of people who have liked the page, to receive guest passes for the exclusive party. The names of the winners are then posted on the page. At other times, content shared by fans will be shared and re-posted by the page administrators. Besides the exclusive party invitations, Johnnie Walker posts sneak previews of new limited edition product releases or information on upcoming events related to the brand.Finally, whenever fans have qu estions about products or events and are awaiting responses, the page administrators promptly reply to inform them of the situation (e. g. why a letter has yet to be received). This method of interacting with consumers can be deemed successful for building brand loyalty as so many fans have posted comments about how much they love the brand and enjoy it for the special occasions in their lives (Johnnie Walker Singapore, 2012). Recommendations for Marketing ManagersIn relation to brand loyalty, a firm wishing to enter the South Korean market must keep in mind the necessity of creating a brand image that is consistent with how they wish to be perceived, the level of service the firm can deliver consistently, and being truly customer-oriented. When South Korean consumers are satisfied with a product provided through customer-oriented service, then these consumers are more likely to show loyalty towards a brand, leading to repeat purchases, which benefits firms through increased market share and profits.Establishing brand loyalty among consumers is feasible through the creation of interesting, informative, helpful and customer-oriented social media content. A successful portrayal of the brands values through frequent interaction with consumers is essential to getting consumers not only to learn more about the brand, but sharing this knowledge with their peers, which leads to increased and repeated purchases. This also contributes to an increase in a firms market share and profits.The important thing to recognise is that building brand loyalty gives firms a competitive advantage brand image is something that is unique to each firm, and as such, it can prove to make the difference when a consumer needs to make a purchasing decision between two brands of a similar product. When the brand image of the firm entering the South Korean market shows a strong sense of customer-orientation and consistent delivery of expectations, its chances of succeeding in the market will be higher than those firms who fail to recognise how important customer-orientation is to South Korean consumers.Bibliography Business Dictionary, 2012. What is brand loyalty? Business Dictionary, published 2012, http//www. businessdictionary. com/definition/brand-loyalty. html Ha, H. Y. , Janda, S. , Park, S. K. , 2009. Role of satisfaction in an integrative model of brand loyalty Evidence from China and South Korea, International Marketing Review, Vol. 26, no. 2, pp. 198-220 John Walker & Sons, 2012. Our Labels. Johnnie Walker, published 2012, Johnnie Walker Singapore, 2012. Johnnie Walker Singapore, Facebook, updated 11 October 2012,Kabani, S. , 2012. How to build brand loyalty through social media, The Business Journals, published 24 August 2012, Lee, M. Y. , Knight, D. , Kim, Y. K. , 2008. Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan, Journal of Product & Brand Management, Vol. 17, no. 3, pp. 163-174 Yoon, S. J. , Kim, J. H . , 2000. An empirical validation of a loyalty model based on expectation disconfirmation, Journal of Consumer Marketing, Vol. 17, no. 2, pp. 120-136