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Analyzing drivers of brand loyalty in the luxury context
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| 4.07 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This Work Project aims to investigate the drivers of brand loyalty in the luxury context, to
enable brands to build and benefit from it. A literature review was carried out through the
analysis of thirteen articles, which allowed the development of a suggested framework based
on the results, encompassing the main transversal drivers of the various studies.
To empirically test the proposed framework, a quantitative questionnaire was conducted. The
results of the analysis provided valuable insights into the drivers of brand loyalty, brand
attachment and brand trust. Understanding what influences these variables can help companies
formulate more effective strategies to enhance brand loyalty and strengthen customer
relationships
Descrição
Palavras-chave
Brand loyalty Luxury brands Drivers Framework