UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 6 Issue 6
June-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1908C77


Registration ID:
302211

Page Number

603-610

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Title

MODELING OF BRAND LOYALTY OF FAST MOVING CONSUMER GOODS WITH SPECIAL REFRENCE TO TOOTH-PASTE CATAGORY

Abstract

Marketing strategies for brands have changed their emphasis to relationships and value development that directly links to brand loyalty is the main focus of this paper and two primary factors are examined to analyze relative relationships within the FMCG sector: brand experience and brand engagement. To have a relation to brand loyalty, these variables have already been identified. It is still quite uncertain; however, as brand engagement consists of both affective and ongoing engagement, which of these aspects of engagement has the greater or most relevant effect on brand loyalty. In addition, the current research and literature on the structure of brand experience is comprehensive. It is not entirely clear, however, regarding the relationship of this construct to brand loyalty. Although some authors say that it directly influences brand loyalty, others have discovered that it is a dependent variable that alone has no immediate impact on brand loyalty. This study also explores the connexion between brand experience and brand loyalty as far as the FMCG industry is concerned, both as a mediator with and without commitment. As a consequence, consistency commitment has not been shown to have any major effect on the loyalty of the customer to a brand, it is believed that variables such as price and other possible alternatives do not affect this desire to preserve the relationship.

Key Words

brand loyalty, brand experience, brand commitment, branding

Cite This Article

"MODELING OF BRAND LOYALTY OF FAST MOVING CONSUMER GOODS WITH SPECIAL REFRENCE TO TOOTH-PASTE CATAGORY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.603-610, June-2019, Available :http://www.jetir.org/papers/JETIR1908C77.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"MODELING OF BRAND LOYALTY OF FAST MOVING CONSUMER GOODS WITH SPECIAL REFRENCE TO TOOTH-PASTE CATAGORY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp603-610, June-2019, Available at : http://www.jetir.org/papers/JETIR1908C77.pdf

Publication Details

Published Paper ID: JETIR1908C77
Registration ID: 302211
Published In: Volume 6 | Issue 6 | Year June-2019
DOI (Digital Object Identifier):
Page No: 603-610
Country: -, -, - .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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