International Journal of Marketing and Business Communication

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Impact of Corporate Branding Strategy on the Consumer Loyalty: An Empirical Investigation


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1 Banasthali University, Rajasthan, India
     

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Branding strategy is activity performed by the companies to manage their portfolio, so that they could be visible, differentiated, and preferred in the market. Companies have many options regarding branding strategy; they canuse name of their company, give independent name, or mixed of both for branding their offerings. The objective of this study is to assess the impact of branding strategy on the consumer loyalty. It has been found that devise corporate branding strategy does not directly leads to consumer loyalty, rather it enhances corporate image and positive corporate image leads to corporate loyalty which finally results to brand loyalty.

Keywords

Branding Strategy, Corporate Branding Strategy, Corporate Image, Corporate Loyalty.
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  • Impact of Corporate Branding Strategy on the Consumer Loyalty: An Empirical Investigation

Abstract Views: 433  |  PDF Views: 3

Authors

Balgopal Singh
Banasthali University, Rajasthan, India

Abstract


Branding strategy is activity performed by the companies to manage their portfolio, so that they could be visible, differentiated, and preferred in the market. Companies have many options regarding branding strategy; they canuse name of their company, give independent name, or mixed of both for branding their offerings. The objective of this study is to assess the impact of branding strategy on the consumer loyalty. It has been found that devise corporate branding strategy does not directly leads to consumer loyalty, rather it enhances corporate image and positive corporate image leads to corporate loyalty which finally results to brand loyalty.

Keywords


Branding Strategy, Corporate Branding Strategy, Corporate Image, Corporate Loyalty.

References