Impact of brand perception, brand credibility, and product knowledge on consumer loyalty

Title

Impact of brand perception, brand credibility, and product knowledge on consumer loyalty

Creator

Shukla, Anshika; Kaur, Jasmine

Description

This chapter aims to examine and explain the impact of brand perception, credibility and product knowledge on customer loyalty.A strong brand is very crucial for differentiation, establishing an emotional and positive relationship with customers and driving growth in such competitive and saturated market. Brand is more than a product or a service, its always showcase the stories and have lots of memories that drive the customer trust and loyalty towards brand. Though brand loyalty influenced by complex factors, including cognitive, affective and behavioral dimensions in order to understand dynamics of brand loyalty and how businesses might do effective branding initiatives that resonate with customers . This study investigates the complex relationship between brand image, identity, trust and product knowledge and their impact on customer satisfaction, loyalty and retention. The findings of this chapter will provide valuable insights to marketers and practitioners seeking to enhance brand loyalty and drive business growth. 2025, IGI Global Scientific Publishing.

Source

Brand Creation and Management in the Phygital Era;pp.341-364

Date

01-01-2025

Publisher

IGI Global

Coverage

Shukla A., Christ University, India; Kaur J., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833730950-7; 979-833730948-4;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-0948-4.ch013

https://www.scopus.com/pages/publications/105009975147?origin=resultslist