Brand loyalty in dynamic and stable business environments: a comparative analysis of the McDonald's and Apple cases

Abstract

The brand has a huge and important meaning for businesses. To make a well-known brand is the dream of every company. When the companies build the brand in a perfect way, they can have the ability to gain loyalty for their brands. For making loyalty, companies should not focus on profit or money, they should focus on their consumers and their expectations. Firstly, firms should know their type of business environment to fulfill the expectations of consumers. Then, the focal point should be the necessities of those business environments that are separated into two categories in this research such as a stable business environment and dynamic business environment. Therefore, the firms can know how to satisfy their customers related to their business environment.