Brand Loyalty

Brand loyalty is a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future. This repetitive same-brand purchase in a product class holds despite the potential of situational influences and marketing efforts to cause switching behavior. Brand loyalty reduces the consumer’s purchasing efforts and simplifies the decision-making or evaluative process by building trust. Brand loyalty can manifest in promotion or advocacy of a brand. This can occur socially as a consumer recommends a company and its offerings and defends the company when it is attacked by others. Physically, advocacy can involve buying merchandise that displays a company’s logo, collecting memorabilia, and so on. Beyond positive word of mouth about a brand, brand loyalty ensures that a consumer is willing ...