Investigating Critical Success Factors of Brand Loyalty: A Meta-Data Analysis Approach

Syahida Abd Aziz    
Muhammad Shahar Jusoh    
Mohammad Harith Amlus    


Brand loyalty is a critical issue faced by organisations. It increases an organisation?s profits and market share. Overlooking brand loyalty among customers raises problems in retaining customers. Besides, retaining the existing customers is more cost efficient rather than gaining and attracting new customers. Thus, this paper explores the elements of brand management that influence customer brand loyalty. This paper conducts a meta-data analysis addressing this lacuna in the literature and helps researchers to understand the concepts and elements used to measure customer brand loyalty. The study found that product quality, brand service quality, brand value and brand image, among others are factors influencing brand loyalty. Brand loyalty can be conceptualized with measurable brand dimensions and tested in future empirical studies for model fitness.Keywords: Brand Management, Brand Loyalty, Meta-Data analysisJEL Classifications: M1, M3

 Artículos similares

Azli Abdul Aziz    
Due to the increasing cost of higher education continues to grow from year to year and the numbers of students in Malaysia are eligible to enter the public universities and private colleges increasingly favorable. The Malaysian government is always alert... ver más

Siva Prakash Ramasamy    
The purpose of this article review is to examine the interrelation of customised learning and brand trust with online learning. There are thirty journal articles utilized for the purpose of this paper construction. The findings in the journals suggest th... ver más

Suyono Saputra     Pág. 319 - 326

Karinta Fakhira, Mismiwati, Fernando Africano, Riduwansah, Oki Sania Riski     Pág. 266 - 274

Putri Zulwarni, Ade Octavia, Dahmiri Dahmiri     Pág. 288 - 293