Enhancing brand loyalty through brand architecture strategy

Ramdzan Ali, Al Amirul Eimer and Senin, Muhammad Adam (2020) Enhancing brand loyalty through brand architecture strategy. International Journal of Academic Research in Business and Social Sciences, 10 (10). pp. 1080-1089. E-ISSN 2222-6990

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Abstract

The concept of brand loyalty is a well-known topic of great interest for branding and marketing researchers due to its importance in gaining sustainable competitive advantage (SCA). Literature is prolific of works pertaining to branding architecture strategy and brand loyalty. In the current era, most of the powerful brands are aspired to achieve brand loyalty goal, hence the organizations and marketers should focus on the elements of branding which will assist the organization to achieve not just sustainable competitive advantage, but also sustainable brand loyalty among its customers. There are all together three (3) branding architecture strategies namely monolithic strategy, standalone strategy and lastly, endorsed strategy. The objective of this conceptual paper is to provide insight on the relationship of brand architecture strategies on brand loyalty.

Item Type:	Article (Journal)
Additional Information:	9323/87262
Uncontrolled Keywords:	Brand Architecture, Brand Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Languages and Management
Depositing User:	Dr Al Amirul Eimer Ramdzan Ali
Date Deposited:	30 Dec 2020 12:43
Last Modified:	30 Dec 2020 12:43
URI:	http://irep.iium.edu.my/id/eprint/87262

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