The importance of brand equity to customer loyalty

Steven A. Taylor (Professor of Marketing at the Department of Marketing, College of Business, Illinois State University, Normal, Illinois, USA)
Kevin Celuch (Blair Chair of Business Science in the Department of Management and Marketing, School of Business, University of Southern Indiana, Evansville, Indiana, USA)
Stephen Goodwin (Professor of Marketing at the Department of Marketing, College of Business, Illinois State University, Normal, Illinois, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 June 2004

Abstract

This study involved a nation‐wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty. There is also evidence that the models underlying the formation of behavioral versus attitudinal forms of customer loyalty may vary across research settings. The results suggest that industrial equipment marketers may consider moving beyond a focus on satisfaction in relationship marketing strategies toward integrated strategies that foster brand equity and trust in their customer base as well.

Keywords

Citation

Taylor, S., Celuch, K. and Goodwin, S. (2004), "The importance of brand equity to customer loyalty", Journal of Product & Brand Management, Vol. 13 No. 4, pp. 217-227. https://doi.org/10.1108/10610420410546934

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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