The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by … for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in … multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet …

company and to establish their own retail chain as a "true" brand. The success of this strategy, as with manufacturer branded … products, is measured by the concept of brand loyalty of customers. Loyal customers do not switch so quickly to competitors and … are in generating brand loyalty even and especially in comparison to leading manufacturer brands. The present dissertation …