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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Enhancing Brand Loyalty through Brand Architecture Strategy

Al Amirul Eimer Ramdzan Ali, Muhammad Adam Senin

http://dx.doi.org/10.6007/IJARBSS/v10-i10/8270

Open access

The concept of brand loyalty is a well-known topic of great interest for branding and marketing researchers due to its importance in gaining sustainable competitive advantage (SCA). Literature is prolific of works pertaining to branding architecture strategy and brand loyalty. In the current era, most of the powerful brands are aspired to achieve brand loyalty goal, hence the organizations and marketers should focus on the elements of branding which will assist the organization to achieve not just sustainable competitive advantage, but also sustainable brand loyalty among its customers. There are all together three (3) branding architecture strategies namely monolithic strategy, stand-alone strategy and lastly, endorsed strategy. The objective of this conceptual paper is to provide insight on the relationship of brand architecture strategies on brand loyalty.

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In-Text Citation: (Ali & Senin, 2020)
To Cite this Article: Ali, A. A. E. R., & Senin, M. A. (2020). Enhancing Brand Loyalty through Brand Architecture Strategy. International Journal of Academic Research in Business and Social Sciences, 10(10), 1080–1089.