Special Issue "Customer Loyalty and Brand Management"

A special issue of Administrative Sciences (ISSN 2076-3387).

Deadline for manuscript submissions: closed (31 October 2018).

Printed Edition Available!
A printed edition of this Special Issue is available here.

Special Issue Editors

Prof. Dr. María Jesús Yagüe Guillén
Website
Guest Editor
Marketing Department, The Autonomous University of Madrid, 28049 Madrid, Spain
Interests: brand management; tourism marketing; retailing; customer value; value co-creation
Prof. Dr. Natalia Rubio
Website
Guest Editor
Marketing Department, The Autonomous University of Madrid, 28049 Madrid, Spain
Interests: brand management; retailing; customer experience; value co-creation

Special Issue Information

Dear Colleagues,

Loyalty is one of the main assets of a brand. It means repeat purchasing of the brand based on strong internal disposition, in other words, repeat purchase behaviour resulting from a preference for that brand. Customers loyal to a brand are customers who return repeatedly to buy the brand because they are emotionally attached and committed to it. These are the customers least tempted by the competition, customers with higher switching costs and who are willing to pay a higher price for the brand to which they are loyal.

In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands, due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, app, social media) to seek information about a brand, communicate with it, chat about the brand and purchase it. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals.

This Special Issue will explore new areas of customer loyalty and brand management, providing new insights into the field. We seek papers that span empirical research, case studies and conceptual studies in the area of customer loyalty and brand management to demonstrate the evolution of brand management practices over the last decade. We also seek to broaden the concept of “brand management” to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, and relational variables such as trust, engagement and identification (among others). We look forward to receiving many submissions from scholars interested in this exciting area of marketing research.

Prof. Dr. María Jesús Yagüe Guillén
Prof. Dr. Natalia Rubio
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Customer Loyalty
  • Brand Loyalty and Brand Equity
  • Value Co-creation and Customer Loyalty
  • Brand Identification and Brand Loyalty
  • Brand Awareness and Brand Loyalty
  • Brand Image and Brand Loyalty
  • Customer Loyalty and WOM and eWOM
  • Customer Trust and Customer Loyalty
  • Brand Engagement and Brand Loyalty
  • Brand Quality Perceived and Brand Loyalty
  • Satisfaction and Brand Loyalty
  • Switching Cost, Variety Search and Customer Loyalty
  • Multichannel Experience and Customer Loyalty
  • Multimedia Platforms and Customer Loyalty
  • Sensorial and Experience Marketing, Brand Experience and Brand Loyalty
  • Costs and Benefits of Customer Loyalty
  • Customer Loyalty and Performance
  • Brand Strategies in Different Sectors

Published Papers (6 papers)

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Research

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Open AccessArticle
Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
Adm. Sci. 2019, 9(1), 10; https://doi.org/10.3390/admsci9010010 - 20 Jan 2019
Cited by 1
Abstract
This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer–brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers [...] Read more.
This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer–brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter. Full article
(This article belongs to the Special Issue Customer Loyalty and Brand Management) Printed Edition available
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Open AccessArticle
Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency
Adm. Sci. 2018, 8(4), 77; https://doi.org/10.3390/admsci8040077 - 30 Nov 2018
Cited by 1
Abstract
In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time [...] Read more.
In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be. Full article
(This article belongs to the Special Issue Customer Loyalty and Brand Management) Printed Edition available
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Open AccessArticle
Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance
Adm. Sci. 2018, 8(4), 65; https://doi.org/10.3390/admsci8040065 - 25 Oct 2018
Abstract
In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a [...] Read more.
In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a number of dimensions. It provides evidence on the relevance of brands for unlisted firms of several industries, by showing that brand equity is associated with financial performance even in non-quoted firms without world-recognized brands. Second, the study analyzes the association between brands and accounting-based measures of performance, across different windows and financial indicators. Finally, the evidence on earnings persistence is particularly relevant, as it potentially sheds light on the existing debate on the association between brand equity and stock markets. To the extent that firms with greater brand equity have more persistent earnings, current earnings contain greater information about future earnings, which show the relevance of brand management in the strategic planning of unlisted firms. Full article
(This article belongs to the Special Issue Customer Loyalty and Brand Management) Printed Edition available
Open AccessArticle
Reviewing the Online Tourism Value Chain
Adm. Sci. 2018, 8(3), 48; https://doi.org/10.3390/admsci8030048 - 22 Aug 2018
Cited by 2
Abstract
The booking purchase process in B2C tourism online from the perspective of the quality-satisfaction-loyalty value chain has scarcely been investigated. The measurement models of the variables are not unified and essential variables, as transaction costs, need more research in order to achieve a [...] Read more.
The booking purchase process in B2C tourism online from the perspective of the quality-satisfaction-loyalty value chain has scarcely been investigated. The measurement models of the variables are not unified and essential variables, as transaction costs, need more research in order to achieve a comprehensive model of the digital tourist purchase process. This research is aimed at solving this gap through the proposal of a theoretical structural model, which is tested for the Spanish context. The results show that the measurement of website-perceived quality must include utilitarian and hedonic aspects, which can provide a competitive advantage to acquire and retain customers. Perceived quality and transaction costs determine customer’s satisfaction and, ultimately, repurchase intentions or brand loyalty. Prices are found as mediator variables fostering the effect of quality on satisfaction, and non-monetary costs act as a cause of satisfaction. The online B2C tourism business must implement efficient internal and external processes to justify perceived costs. Full article
(This article belongs to the Special Issue Customer Loyalty and Brand Management) Printed Edition available
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Open AccessArticle
Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty
Adm. Sci. 2018, 8(3), 47; https://doi.org/10.3390/admsci8030047 - 21 Aug 2018
Abstract
While most research on electronic commerce has focused on customer behaviour according to websites’ functional tasks, consumers are influenced by many other factors such as website content and design, especially in online food shopping. This is the first study that aims to examine [...] Read more.
While most research on electronic commerce has focused on customer behaviour according to websites’ functional tasks, consumers are influenced by many other factors such as website content and design, especially in online food shopping. This is the first study that aims to examine which variables best explain satisfaction and behavioural e-loyalty (to return to the website and purchase) regarding online local food shopping. It empirically tested a model with a local food e-commerce website using a sample of 305 real e-buyers. The partial least squares structural equation modeling (PLS-SEM) technique was used to estimate the structural relationships. The findings revealed that all the tasks of a website could be strategically designed to enhance users’ loyalty, and stressed the importance of measuring how all website features jointly influence perceived flow and control. This study makes a significant contribution to the consumer literature that deals with local food websites, a subject which is currently under-researched, and the eventual impact on behavioural e-loyalty. Full article
(This article belongs to the Special Issue Customer Loyalty and Brand Management) Printed Edition available
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Review

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Open AccessReview
A Systematic Mapping Study on Customer Loyalty and Brand Management
Adm. Sci. 2019, 9(1), 8; https://doi.org/10.3390/admsci9010008 - 11 Jan 2019
Cited by 3
Abstract
Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of [...] Read more.
Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of research publications, research themes mapping of published studies is required. The aim of this paper is to provide scholars with a systematization and mapping of the contributions on this topic to develop an effective research road map for future research. A bibliometric analysis and a mapping study have been conducted on 337 publications on customer loyalty and brand management from 2000 to 2018. The results present the most cited works on the topic, an evaluation map showing the most frequent and cited words and six clusters of words based on their co-occurrence. From the analysis of the clusters, the most relevant research findings, trends, and issues emerge, suggesting interesting theoretical and practical implications. Full article
(This article belongs to the Special Issue Customer Loyalty and Brand Management) Printed Edition available
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