A Consumer-Orientated Framework Of Brand Equity And Loyalty1
Rory P. MorganResearch International
This paper criticises the ill-defined use of terms such as equity and loyalty in marketing, and suggests that there has been little success in reconciling different interpretations, despite the need for objective definitions in research. In identifying a distinction between those who define loyalty in terms of emotional affinity to brands and those who regard it in terms of purchasing behaviour, the author observes that each approach has generated its own research methodologies, but that these are unconnected. An outline description is given...