2004•Journal of Nanjing University of Finance and EconomicsRequires access

Researches on Psychological Mechanismabout Brand Loyalty and Marketing Strategy

YU Xinyang

Abstract

Brand loyalty reflects the customers'attitude and actions towards the products of companies.Emerging of brand loyalty itself has ist own various reasons. Customers'brand loyalty iS classified into three steps which are brand identity,brand accept and loyalty. How to understand correctly the nature and characteristics of brand loyalty is the reliable guarantee to help the companies carry out the brand marketing strategy.

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Key concepts: Brand loyalty, Business, Brand management, Loyalty, Marketing, Brand equity, Brand awareness, Advertising