LEADER 03387nam 2200733z- 450 001 9910367758403321 005 20210211 010 $a3-03921-336-9 035 $a(CKB)4100000010106133 035 $a(oapen)https://directory.doabooks.org/handle/20.500.12854/44460 035 $a(oapen)doab44460 035 $a(EXLCZ)994100000010106133 100 $a20202102d2019 |y 0 101 0 $aeng 135 $aurmn|---annan 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 00$aCustomer Loyalty and Brand Management 210 $cMDPI - Multidisciplinary Digital Publishing Institute$d2019 215 $a1 online resource (122 p.) 311 08$a3-03921-335-0 330 $aLoyalty is one of the main assets of a brand. In today's markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience-among other issues-and contribute to improving a brand's portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. 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