The multicultural context of brand loyalty
- 1 September 2000
- journal article
- Published by Emerald in European Journal of Innovation Management
- Vol. 3 (3), 116-125
- https://doi.org/10.1108/14601060010334876
Abstract
In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing strategies. This adds an entirely new dimension to a company’s marketing strategy when it comes to identifying, attracting, and retaining a market. This paper examines the concept of brand loyalty, discusses the various issues connected with brand loyalty, discusses cross‐cultural views on brand loyalty throughout the world, and illustrates the proliferation of brand loyalty across international frontiers.Keywords
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