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Abstract
Brand loyalty audit framework is proposed in this research paper. This model uses a tri-dimensional approach to brand loyalty, which includes behavioural loyalty and the two components of attitudinal loyalty: the emotional and the cognitive. In allowing different levels and intensity of brand loyalty, this tri-dimensional approach is important from a managerial perspective. It means that loyalty strategies that arise from a brand audit can be made more effective by targeting the market segments that demonstrate the most appropriate combination of brand loyalty components. This model has three dimensions (emotional, cognitive and behavioural loyalty) and two levels (high and low loyalty) to facilitate a brand loyalty audit. Finally one hypothetical brand loyalty audit is proposed and this hypothetical brand loyalty audit is explained with Airlines Industry.
Step 2: Make Priority Segmentation and Develop Strategies
Current scenario of Airline Industry
Keywords: brand loyalty, brand loyalty audit, behavioural loyalty, emotional loyalty, attitudinal loyalty, cognitive loyalty, airlines.
Researchers have done lots of research on singledimension and two-dimensional approach of brandloyalty audit (DeWitt et al, 2008; Bandyopadhyay and Martell, 2007; Rundle and Bennett, 2001). In twodimensional approach, they divided brand loyalty into attitudinal brand loyalty and behavioural brand loyalty. Attitudinal brand loyalty means the consumers'psychological commitment to repurchasing the brand, whereas behavioural brand loyalty is concerned with the action of repurchase. This model has been very useful in the past but East et al (2005) mentioned that it was not an effective predictor of three core marketing outcomes (i.e. recommendation, search and retention) in a consumer context. Russel-Bennett et al (2007) found that attitudinal loyalty in the B2B sector explained only a small percentage of the variance in behavioural loyalty. So attitudinal loyalty can be divided into two sub-components: emotional and cognitive loyalty, which when added to behavioural loyalty is a three-dimensional approach to loyalty (Worthington et al, 2010). This approach can be explained in the following manner.
This model is an extended version of Oliver's (1999) conceptual work by examining both cognitive and emotional loyalty as well as behavioural loyalty.
This paper starts with an explanation of the three dimensional approach of brand loyalty audit, the proposition for an academic framework, and the managerial applications required to implement the matrix. Finally, this...