Welcome to the InfoSci Platform
The Power of Brand Loyalty in Creating Enterprise Value

The Power of Brand Loyalty in Creating Enterprise Value

Ayşenur Gökalp
Copyright: © 2019 |Pages: 34
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
DOI: 10.4018/978-1-5225-7116-2.ch051
Cite Chapter Cite Chapter

MLA

Gökalp, Ayşenur. "The Power of Brand Loyalty in Creating Enterprise Value." Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 922-955. https://doi.org/10.4018/978-1-5225-7116-2.ch051

APA

Gökalp, A. (2019). The Power of Brand Loyalty in Creating Enterprise Value. In I. Management Association (Ed.), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 922-955). IGI Global. https://doi.org/10.4018/978-1-5225-7116-2.ch051

Chicago

Gökalp, Ayşenur. "The Power of Brand Loyalty in Creating Enterprise Value." In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 922-955. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7116-2.ch051

Export Reference

Mendeley
Favorite

Abstract

In their communication with the external target market, companies strive to draw the target market's attention in terms of how the companies, their activities, and the quality of their product services are viewed from outside. Therefore, anything that serves to improve company reputation will contribute positively to the company image. This, in turn, will lead to the provision of brand loyalty. This is why companies are organizing activities to reinforce and strengthen their institutional reputation. That the company has a strong reputation creates a positive image in the internal and external target groups. It increases the trust felt for the brand. One of the focus areas of public relations, reputation management, contributes to the recognition of company and brand, and this, in turn, brings institutional reputation in the long run. This chapter deals with public relations, institutional reputation, brands, and brand loyalty and aims to show the importance of institutional reputation management in building brand loyalty.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.