Dear Colleagues,

Loyalty is one of the main assets of a brand. It means repeat purchasing of the brand based on strong internal disposition, in other words, repeat purchase behaviour resulting from a preference for that brand. Customers loyal to a brand are customers who return repeatedly to buy the brand because they are emotionally attached and committed to it. These are the customers least tempted by the competition, customers with higher switching costs and who are willing to pay a higher price for the brand to which they are loyal.

In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands, due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, app, social media) to seek information about a brand, communicate with it, chat about the brand and purchase it. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals.

This Special Issue will explore new areas of customer loyalty and brand management, providing new insights into the field. We seek papers that span empirical research, case studies and conceptual studies in the area of customer loyalty and brand management to demonstrate the evolution of brand management practices over the last decade. We also seek to broaden the concept of “brand management” to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, and relational variables such as trust, engagement and identification (among others). We look forward to receiving many submissions from scholars interested in this exciting area of marketing research.

Prof. Dr. María Jesús Yagüe Guillén
Prof. Dr. Natalia Rubio
Guest Editors

Manuscript Submission Information

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Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access quarterly journal published by MDPI.

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• Customer Loyalty
• Brand Loyalty and Brand Equity
• Value Co-creation and Customer Loyalty
• Brand Identification and Brand Loyalty
• Brand Awareness and Brand Loyalty
• Brand Image and Brand Loyalty
• Customer Loyalty and WOM and eWOM
• Customer Trust and Customer Loyalty
• Brand Engagement and Brand Loyalty
• Brand Quality Perceived and Brand Loyalty
• Satisfaction and Brand Loyalty
• Switching Cost, Variety Search and Customer Loyalty
• Multichannel Experience and Customer Loyalty
• Multimedia Platforms and Customer Loyalty
• Sensorial and Experience Marketing, Brand Experience and Brand Loyalty
• Costs and Benefits of Customer Loyalty
• Customer Loyalty and Performance
• Brand Strategies in Different Sectors