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EMAC 2019 Annual Conference

A Customer Loyalty Conceptual Framework: A Grounded Theory Review Approach

Published: May 28, 2019


Kathleen Desveaud, Toulouse School of Management, Capitole University


Grounded Theory ; Loyalty; Conceptual Framework


This article fits into an approach of knowledge building for a topic that has been studied extensively, but where a clear state of play is missing. A literature review was conducted based on the Grounded Theory Method Review to propose a new reading grid of the last researches studying the antecedents of customer brand loyalty. A global framework of brand loyalty formation is then proposed, composed by 6 main antecedents: satisfaction, delight, brand identification, self-congruence, trust and brand attachment, classified in 3 main broad categories: the brand experience, brand equity, and brand relationship. Different concepts coming from different theoretical backgrounds are gathered thanks to this comprehensive and explanatory framework. Through these 3 main levers of actions, companies can build strategies that will improve the loyalty of their customers base.