The modeling of Brand Loyalty in the Brewing Market in Poland

Brand loyalty is a strategic asset of the company. In the era of competition to have loyal customers decides on the market superiority of enterprises. Creating the loyalty of buyers, however, is a lengthy process and requires the appropriate business strategy, preceded by the proper market research. The purpose of the paper is to present the concept of brand loyalty, the creation of loyalty of customers, the benefits and determinants of loyalty on the example of brewery market in Poland.

Authors:

• Honorata Howaniec

Keywords:

• brand
• brand loyalty
• brewery market

References:

[1] R. Kozielski (ed.), Wska┼║niki marketingowe, Oficyna Ekonomiczna Ed.,
Cracow 2004, p. 31.
[2] G. R. Foxal, R. E. Goldsmith, Psychologia konsumenta dla menedżera
marketingu, PWN Ed., Warsaw 1998, pp. 31, 32.
[3] J. O-Shaughnessy, Dlaczego ludzie kupuj─à?, PWE Ed., Warsaw 1994, p.
79.
[4] Urbanek G., Zarz─àdzanie mark─à, Polskie Wydawnictwo Ekonomiczne,
Warszawa 2002, p. 44.
[5] J. Altkorn, T. Kramer (ed.), Leksykon marketingu, PWE, Warsaw 1998,
p. 135.
[6] Śmid W., Encyklopedia Promocji i Reklamy, PSB Ed., Cracow 2001.
[7] N. Hill, J. Alexander, Pomiar satysfakcji i lojalności klient├│w, Oficyna
Ekonomiczna Ed., Cracow 2003, p. 30.
[8] Wharton School, The Lowdown on Customer Loyalty Programs: Which
are the Most Effective and Why, Knowledge@Wharton, 6/2006.
[9] D. Aaker, Managing Brand Equity ÔÇö Capitalizing on the Value of a
Brand Name, The Free Press, New York 1991, pp. 39-41, 47.
[10] Ph. Kotler, Marketing. Analiza, planowanie, wdrażanie i kontrola,
Gebethnr&Ska, Warsaw 1994, p. 175.
[11] Ph. Kotler, Kotler o marketingu. Jak kreować i opanowywać rynki?,
PSB Ed., Cracow 1999, pp. 180-181.
[12] P. Mudie, A. Cottam, Usługi - zarządzanie i marketing, PWN Ed.,
Warsaw 1998, p. 232.
[13] J. Griffin, Customer Loyalty. How to Earn It. How to Keep It, Jossey-
Bass Publishers, San Francisco, p. 138.