Brand loyalty
Brand loyalty is a sustained preference for a brand, expressed in favourable attitudes and choice behaviour
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can show itself in repeat purchase, recommendation or resistance to switching. Repeat purchase due to a lack of alternatives does not on its own demonstrate loyalty. To assess it, behaviour, satisfaction, availability of options and reasons for choice should be combined.
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