title: Brand management through building a loyalty chain of the target audience
metadata.name: dc.contributor.author
metadata.value: Staroverova, Irina I.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-12-04T12:44:09Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-12-04T12:44:09Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2023-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Staroverova I. I. 2023. Brand management through building a loyalty chain of the target audience. Vestnik of Saint Petersburg University. Management 22 (3): 366–390. https://doi.org/10.21638/11701/spbu08.2023.305 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2023.305
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/44433
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The paper examines theoretical approaches to brand management and loyalty management. The
  method used is the analyses of academic publications, scientific articles on brand management
  and loyalty management. The author argues that brand management aims at a customer’s loyalty
  to a brand, whereas loyalty management considers branding as one of the techniques to obtain
  customer loyalty towards a company. However, none of these two subject matters fully defines the
  mechanics of how brand loyalty is formed and how a brand can manage that. The author introduces
  the notion of customer loyalty chain which consists of positive brand attitude formation,
  trust, forming satisfaction from brand interacting, and as a consequence, creation of loyalty. Understanding
  of customer’s cognitive and affective processes including customer’s reasons, drivers and barriers at every stage of brand loyalty formation helps a company manage more precisely
  the process of brand loyalty formation, integrate these data into a new brand creation making the
  brand native for the customer. The paper provides mechanisms of customer loyalty chain integration
  into brand management and evaluation metrics system of such integration.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 22; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: loyalty management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: loyalty chain
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer loyalty
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand success
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Brand management through building a loyalty chain of the target audience
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 05.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/44433/1/05.pdf
resources.format: Adobe PDF
resources.size: 229,38 kB