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situational influences and marketing efforts having potential to cause switching behaviour'. However, Rossiter & Percy (1987) argue that brand loyalty is often characterised by a favourable attitude towards a brand and repeated purchases of the same brand over time, which is conceptualised based on an attitudinal perspective.

For example, Chaudhuri & Holbrook (2001) compare that the definitions of brand loyalty based on behavioural perspectives emphasise the consumer's actual loyalty to the brand as reflected in purchase choices (such as hard-core loyalty, repeat purchase probability, etc.) whereas the definitions based on an attitudinal perspective stress consumer intentions to be loyal to the brand (such as brand preference, commitment, or intention-to-buy) (Hsieh & Li 2008; Yoo & Donthu 2001).

In respect of behaviour, consumer loyalty has been measured as probability of the long-term choice for a brand (Jeuland 1979; Carpenter & Lehmann 1985). Nonetheless, Day (1969) has suggested that a behavioural definition is insufficient because it does not distinguish 'true loyalty' from 'fictitious loyalty' as a result of a lack of available alternatives for the consumer, for example. In response to these criticisms, researchers have suggested measuring loyalty by means of an attitudinal dimension besides a behavioural dimension (Jeng 2004; Pappu et al 2005).

There are many advantages of higher consumer loyalty for a company. Firstly, it can demand relatively higher prices compared to its competitors since higher consumer loyalty implies a higher market share and a higher bargaining power (Chaudhuri & Holbrook 2001). Secondly, the increased consumer loyalty can help lower marketing costs, allure more consumers, and effectively operate trading leverage (Aaker 1997).

Furthermore, loyal consumers multiply positive word-of-mouth promotion and resist competitors' strategies (Dick & Basu 1994), resulting in higher corporate profits (Fornell & Wernerfelt 1988; Reichheld et al 2000). We can say that an organisation's most reliable success indicators are loyalty factors (Zeithaml et al 1996). Consequently, developing, maintaining, and enhancing consumer loyalty toward a company's products or services is generally regarded as the core thrust of marketing activities (Dick & Basu 1994).

Product and Service Quality

Quality has been identified as one of the most important factors related to the brand strength. According to previous studies (Jacobsen & Aaker 1987; Zeithaml 1988), the perceived quality of products and services is central to the notion that strong brands add value to consumers' purchase evaluations. Additionally, Aaker (1996) states that perceived quality is a basic measure of the impact of a brand identity. Quality is one of the most influential factors in purchase decisions process and is the most closely relevant in overall brand attitude (Aaker 1990; Smith & Park 1992).

Quality is a multi-dimensional conceptualisation and consumers may build and process brand associations differently according to dimensional characteristics. For the purpose of the current s本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。