The Concept of Loyalty

The Merriam-Webster dictionary expresses "the feeling that it strongly supports someone or something". Loyalty is a universally applicable feeling to everyone. All of us are experiencing "quality or status of loyalty", regardless of human relationship, friendship, self-loyalty, or loyalty to loyalty to the team (Merriam-Webster). In terms of relationship and friendship, loyalty in every aspect is important. When we think of loyalty in human relations, we think of many situations. There is no doubt that we are confident in our colleagues and that any personal information should be kept secret.

According to Thiele (2005), the concept of loyalty first appeared in the 1940 's. In the early days, royalty was proposed as a one-dimensional structure, but this was related to the viewpoint of measurement used by researchers. She pointed out that the concept of two independent loyalty developed by the tourist's "brand preference" (1944, 1955) and later Cunningham (1956). And "market share". After Thiele (2005) first appeared in scholarly literature for nearly 30 years, researchers such as Day (1969) said that loyalty may be more complex and may include attitudes and behavioral loyalty I suggested. This two dimensional concept was merged and was first known as complex loyalty by Jacoby (1971).

It is important to provide a theoretical explanation of the concept of brand loyalty before you understand how efforts to the online brand community can create royalties for community supported brands . Given its importance, since the advent of Copeland's research in 1923, this concept has clearly been the subject of much research (Lichtlé & Plichon, 2008; Mellens et al., 1996). The two main ways to explain the concept of brand loyalty appear in the world of marketing literature. It is a way of behavior and attitude. The former defines brand loyalty based on repeated purchase of specific brands over the long term (Keller et al., 2008; Lichtle & Plichon, 2008; Sheth, 1968; Tuominen, 1999). The latter - often called a brand promise (Jacobi and Chestnut, 1978) - When a customer shows a good attitude, positive feelings towards the brand indicate brand loyalty (Lichtlé & Plichon, 2008).