Research Domain
The impact of Email Marketing on Brand Value, with Special Reference to Customer Loyalty
The purpose of this study will be to establish a connection between brand loyalty and the results of email marketing, thereby bridging the gap between these two fields of study and allowing us to identify its current limitations. An expanded model of brand loyalty and the impact of e-mail marketing on brand loyalty will be provided. Within this methodology, study will categories consumers into two distinct groups based on their brand loyalty. First, there is Behavioral loyalty, which looks at customers' propensity to make repeat purchases. Products with limited participation and high switching costs can benefit from this form of loyalty, and its associated metrics. The second sort of brand loyalty is known as "attitudinal loyalty," and it focuses on the interplay between a consumer's positive feelings about a brand and their propensity to make repeat purchases from that brand. Attitude-based measures of loyalty are better suited to high-involvement items since that's where customers' opinions are most likely to be formed. Both brand and customer loyalty may be impacted by how often and how usefully an email newsletter is sent out. Attitude towards a brand is the sole route via which contentment and perceived intrusiveness may affect loyalty. Attitude loyalty moderates the influence that perceived usefulness has on contentment, and pleasure in turn has a favourable effect on how often people check their e-mail. The level of perceived intrusiveness acts as a negative moderator of all other elements impacting consumers' propensity to repurchase and their overall impressions of a brand.
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