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Managing loyalty through brand image, judgement and feelings for leveraging power brands

Abstract Recent developments in the marketing literature highlight the significance of consumer loyalty in driving global brands. In order to provide a clear understanding of the impact of consumer loyalty on power brands, the study explores an integrated framework for managing consumer loyalty attributes: image, judgement and feelings for leveraging power brands. The article utilizes a survey-based empirical study of 600 consumers from FMCG sector. Subsequently, factor analysis has been used to test a series of hypotheses concerning the direct effect of consumer loyalty attributes on power brands. The findings of the study suggest that a firm that pays more attention to manage their consumer loyalty attributes would be significantly benefited from the implementation of power brands and classify clusters of such loyal segments for FMCG sector.