A Perspective on Relationship Maintenance, Brand Loyalty

Abstract

An extensive analysis of the literature related to Consumer and brand research serves as the basis for this paper by outlining the development of this significant stream of study. The literature research reveals important Conception and measurement problems of important consumer-related concepts including brand loyalty, brand devotion and brand adoration. Using these findings, the authors suggest that maintaining relationships mechanisms (i.e., behavioral and cognitive) provide the crucial to predicting and measuring consumer/brand behavior Strength in a relationship. In light of this, this study provides brand fidelity as a new method of analyzing consumer behavior show their devotion to and love towards the through participating, knowingly or unconsciously, in thoughts and actions related to maintaining relationships. Brand fidelity, which is defined as the customer's loyalty to a brand partner as shown by a collection of behaviors (such as accommodation/forgiveness, willingness to sacrifice) and cognitions (such as derogation of alternatives, cognitive interdependence, and positive illusions) that maintain relationship stability and durability, offers a strong foundation for future research and is valuable to both academics and brand practitioners.