Brand loyalty and modern technologies for its formation
Abstract
Traditionally, interest in the topic of loyalty is widespread in the service sector and there is practical interest in this, since the management and evaluation of customer loyalty is an important part of the work of campaigns in various fields of activity. Considering the problem of loyalty, one cannot but pay attention to the peculiarity in which a loyal customer of a brand has loyalty to this company, while not performing a targeted action and not purchasing a product. This article discusses the author›s approach to the problem of brand loyalty, considers the main loyalty trends that prevail in the Russian and foreign markets, and also provides the most successful, in the author›s opinion, examples of effective brand loyalty programs.
About the Author
M. S. Korniychuk
Moscow Pedagogical State University
Russian Federation
Russian Federation
Korniychuk Margarita Sergeevna, Candidate of Sociological Sciences, Associate Professor of the Department of Theoretical and Special Sociology named after M.A. Budanova, Institute of Social and Humanitarian Education
Moscow
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Review
For citations:
Korniychuk M.S. Brand loyalty and modern technologies for its formation. P.O.I.S.K. 2022;(3):99-107. (In Russ.)
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