| Abstract [eng] |
The topicality of master‘s theme shows that company has to sustain consumers’ interest for company’s brand name. It is essential condition to keep positive and desirable brand image. The problem of work is developing when competition becomes very intensive in the market. The researches of brand image formation made scientists as: Kapferer (1997; 2003), Chernatony (1999, 2001), Aaker ir Joachimsthaler (1997, 2003), Keller (1993, 1998), Melin (1997). Conditions are very changeable in the market, so company strive for costumers’ loyalty of brand name. The problematical questions of work are: to find main factors for formatting positive brand image and increasing costumers’ loyalty. The aim of work is to formulate theoretical model for increasing costumers’ loyalty of “Paul Mitchell” brand name and prove the model in empirical research. The tasks of work: 1. To reveal the conceptual meaning of customers loyalty; 2. To make assay of brand name conception and the elements of identity. 3. To make analysis of brand image formation; 4. To substantiate interface between customers loyalty and brand image. 5. To formulate theoretical model of company‘s brand image to sustaining customers’ loyalty. 6. To make empirical research of customers’ loyalty of “Paul Mitchell” brand name. 7. With theoretical and empirical results to review theoretical model of company‘s brand image to sustaining customers’ loyalty. In this study we analyzed consumer loyalty and its assessment methodology. The consumer loyalty methodology is presented as example of „Paul Mitchell” brand name. According to the study results, consumer loyalty for this brand name was of high level. The main factors which have influence to customers’ loyalty are meeting requirements, professional hairdressers and trust in “Paul Mitchell” production quality. So the affection of “Paul Mitchell” salon of beauty is very high and loyal consumers to the company “Paul Mitchell” brand name will give recommendations to other persons. To resolve such problem it would be useful to implement promotion strategy giving higher attention to amount discounts and loyalty programs for the permanent consumers. It could also promote and consumer’s loyalty to the company brand name. |
