59-05-032 Proceeding

135 Proceedings of the Princess Maha Chakri Sirindhorn Congress and Donthu (2001) defined brand loyalty as a consumers’ consistent behavior inclined toward a specific brand and this can be apparently seen by their manner of repurchasing that particular brand as their foremost option. Aaker and Keller (1990) stated that consumers may be loyal to a particular brand due to high switching barriers which make consumer costly or difficult to switch other brands. Fornell (1991) stated that customers may also be loyal to a brand because of their satisfaction with the brand. Wilkie (1994) defined brand loyalty as consumers’ positive attitude toward a brandwhich is indicated by their repeated purchase. One of the newest concepts of brand loyalty is—positive behavior including, re-purchase, support and offer to purchase which may control a new potential customer base— by Chegini (2010). Moreover, the American Marketing Association defined brand loyalty as—the circumstance in which a consumer frequently buys the same manufacturer originated product and/or service often overtime rather than purchasing from multiple alternates within the same class or—the intensity to which a customer constantly purchases the particular brand within a product category. In today’s marketing sector, the managers knowing how to develop customer loyalty is constantly growing as a crucial factor (Reichheld and Sasser, 1990). Reichheld (2001) managed in summarizing the advantages gaining from a loyal customer base as follows: 1) Lower customer acquisition costs through lower customer exchange. 2) Loyal customers usually buy more ovetime and possibly at a premium price. 3) Loyal customers spread positive word-of-mouth about the company. 4) Ability to resist marketing efforts of competitors. Lower serving costs. B. Brand Associations Aaker (1991) defined as brand associations as—anything linked inmemory to a brand|| and stated that the vital role of brand associations is to create meaning for consumers. Hoeffler and Keller (2002) described that brand associations are used interchangeably with brand image. Brand associations are the outcome of corporate image, product image and user image (Biel, 1992). Keller (1993) stated that brand associations refer to various interpretations by which a brand is encircled. Brand associations help to structure a brand image, and are a paramount segment in the development of brand equity (Biel 1992). Brand associations may be focused around product encounter, product properties, the situation of the brand in promotional communications, packaging, price information, perceived ordinary user symbolism, or different sources can bring profit both to marketers and customers (Pennington and Ball, 2009). C. Brand Awareness Aaker (1991) characterized that brand awareness is the relationship of a specific brand to a certain product offering by a potential customer. Building brand awareness is the beginning step toward developing brand equity. Keller (2003) mentioned that brand awareness alludes to making the brand to distinctive relationship in a customer’s thought. Brand awareness influences