THE CONSUMER DECISION-MAKING PROCESS WHICH FORM DOMESTIC BRAND LOYALTY: A LITERATURE REVIEW

被引：1

作者：

Haziri, Fortesa ^{[1
]}

Chovancova, Miloslava ^{[1
]}

Aliu, Florin ^{[1
]}

机构：

[1] Tomas Bata Univ, Fac Management & Econ, TG Masaryka 3050, Zlin 76001, Czech Republic

来源：

14TH ANNUAL INTERNATIONAL BATA CONFERENCE FOR PH.D. STUDENTS AND YOUNG RESEARCHERS (DOKBAT) | 2018年

关键词：

brand loyalty; domestic brand; decision-making process; purchase decision; developed countries; developing countries; SATISFACTION; COUNTRY;

D O I：

10.7441/dokbat.2018.09

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper presents a literature review regarding consumer decision-making process and its impact on creating domestic brand loyalty. The paper focuses on investigating previous studies on the topic. The articles are collected from Scopus and Web of Science, analysed by using decision-making process and domestic brand loyalty concepts. As filtering criteria for articles were used relevance, methodology, analysis details, results and implications for future research. The results provide an overview of the context regarding decision-making process and each phase impact. Furthermore, the impact of this process in brand loyalty explored by previous scholar has been analysed for the purpose of this paper.

引用

页码：95 / 102

页数：8

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