# Brand loyalty: what it is and how it works · Zorraquino
> Brand loyalty is a sustained preference for a brand, expressed in favourable attitudes and choice behaviour.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-loyalty.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand value](https://www.zorraquino.com/en/dictionary/branding/brand-value.html)
- [Brand activism](https://www.zorraquino.com/en/dictionary/branding/brand-activism.html)
- [Brand archetype](https://www.zorraquino.com/en/dictionary/brand-archetype)