@article{MAKHILLIBM201711527212,
    title = {Review of Important Brand Loyalty Influencing Factors: State of Art},
    journal = {International Business Management},
    volume = {11},
    number = {5},
    pages = {1034-1040},
    year = {2017},
    issn = {1993-5250},
    doi = {ibm.2017.1034.1040},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2017.1034.1040},
    author = {Omar,Liu,Mohd and},
    keywords = {Brand loyalty,planned behavior,technology acceptance model,porter five forces,the service quality model},
    abstract = {Brand loyalty is no longer a new concept but the importance of brand loyalty could never be
overstated especially in recent decades as market competitions become globally fierce. Hence, to correctly
understand the behavior of their customers or rather the antecedents of brand loyalty could be beneficial to
marketers or entrepreneurs to secure their market positions. Thus, an increasing number of scholars have
devoted to exploring the influencing factors of brand loyalty from various theoretical and industrial
backgrounds. This study reviews the related academic studies on brand loyalty and particularly analyzes the
influencing factors of Brand loyalty. It starts with introducing the evolution of brand loyalty research then
defines brand and brand loyalty. Further, after revisiting the grounded theories of brand loyalty research such
as the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) a summary of the
most frequently researched influencing factors is presented. It is hoped that the study could shed some light
in facilitating researchers to further develop conceptual framework and conduct empirical research and also
guiding practitioners in rationalizing market strategy.}
    }