LEADER 03378nam 2200721z- 450 001 9910367758403321 005 20231214133132.0 010 $a3-03921-336-9 035 $a(CKB)4100000010106133 035 $a(oapen)https://directory.doabooks.org/handle/20.500.12854/44460 035 $a(EXLCZ)994100000010106133 100 $a20202102d2019 |y 0 101 0 $aeng 135 $aurmn|---annan 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCustomer Loyalty and Brand Management 210 $cMDPI - Multidisciplinary Digital Publishing Institute$d2019 215 $a1 electronic resource (122 p.) 311 $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. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others). 610 $atrust 610 $aonline booking purchases 610 $ashopping time 610 $aengagement 610 $alocal food 610 $awebsite quality 610 $avalue chain 610 $ashopping frequency 610 $abibliometric analysis 610 $aretail 610 $aPLS-SEM 610 $astructural equation modeling (SEM) 610 $amapping study 610 $aattachment 610 $aconsumer engagement 610 $acustomer loyalty 610 $ae-commerce 610 $abrand love 610 $ashopping experience 610 $abrand 610 $aconsumer 610 $apurchase intentions 610 $atransaction costs 610 $awebsite 610 $abrand equity 610 $afinancial performance 610 $abehavioural e-loyalty 610 $acommitment 610 $asatisfaction 610 $are-purchase intentions 610 $aearnings 610 $aunlisted firms 610 $arevisit intentions 610 $aB2C tourism online 610 $acustomer 700 $aRubio$b Natalia$4auth$01323723 702 $aYagüe Guillén$b María Jesús$4auth 906 $aBOOK 912 $a9910367758403321 996 $aCustomer Loyalty and Brand Management$93035774 997 $aUNINA