Имидж бренда и удовлетворенность брендом как факторы лояльности к бренду

С. 25–29.

Antonova N., Кумар А.

The article attempts to build the multifactor model of brand loyalty using the method of structural modeling. Using the method of structural modeling, the multifactor model of brand loyalty was created. It was found that brand satisfaction mediates the communication between brand image and brand loyalty, it means that when the customer satisfaction is low, the link between brand image and brand loyalty is high. It is also found that the most important components of brand image are the brand reputation, consumer’s image and perceived quality of the brand. The image of organization and the uniqueness of the brand are not decisive for the perception of the brand and are excluded from the model.

Keywords: бренд, brand, имидж бренда, consumer loyalty, потребительская лояльность, многофакторная модель, brand image, brand satisfaction, удовлетворенность брендом, multifactor model

Publication based on the results of: Восприятие брендов людьми с различными стратегиями потребительского поведения (2015)

In book

Пятнадцатая международная научно-практическая юбилейная конференция "Экономическая психология: современные проблемы и перспективы развития". 24-27 ноября 2015 г.: Материалы конференции

СПб.: Изд-во ИМЦ «НВШ-СПб», 2015.