The effect of brand positioning on costumer loyalty: An empirical study of the Iberdrola case

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

PDF (Español)
Published 13-05-2002
DOI https://doi.org/10.5295/cdg.19227ph
Patrick Hartman
Universidad del País Vasco
Vanessa Apaolaza Ibáñez
Universidad del País Vasco
Francisco Javier Forcada Sainz
Universidad del País Vasco

Abstract

This paper analyses the effect of brand positioning on customer loyalty. Based on data of a survey of clients of the energy utility Iberdrola, the study measures the loyalty effect of the company's perceived positioning.

For this purpose, a positioning model of the company and its main competitors is developed, as well as a set of loyalty indicators of the company's clients. The regression analysis show a significant effect of the dimensions of the company's positioning on the set of loyalty indicators.

The results of the study emphasize the importance of brand positioning in the context of customer loyalty management.

How to Cite

Hartman, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2002). The effect of brand positioning on costumer loyalty: An empirical study of the Iberdrola case. Cuadernos De Gestión, 2(2), 103–118. https://doi.org/10.5295/cdg.19227ph
Abstract 903 | PDF (Español) Downloads 783

##plugins.themes.bootstrap3.article.details##

Keywords
References
Issue
Section
Copyright Information