Over the past three decades, brand loyalty has been considered one of the foundations for increasing corporate profitability, mostly because caring for existing customers is less expensive than searching for and acquiring new customers. However, markets have changed drastically since the early nineties, and with the rise of technology, new channels and dimensions of reaching the target audience have become available. The purpose of this thesis is to shed light on the concept of brand loyalty and research the influence of three important antecedents: brand satisfaction, brand trust, and brand image. In the theoretical part, various definitions of brand loyalty are presented, which offer a detailed insight into the research conducted so far and provide key information about the importance of the three aforementioned factors. For research purposes, the data were collected using a survey. The analysis of the data gathered enabled the confirmation of two out of three hypotheses and confirmed the importance of brand satisfaction, brand trust, and brand image when it comes to brand loyalty.
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