What is brand loyalty?

The level of commitment a customer has towards a certain brand. An emotional bond that is expressed, for example, through consumers' insistence on acquiring a particular product or service offer over other alternatives in the same market category, independent of the fact that its conditions may not be as attractive as those of certain competitors, or being actively involved in promoting the benefits of that brand. It is not therefore an attitude or a purchase intention but rather an effective behaviour.

This preference on the part of the consumer, based on their satisfaction with previous usage/consumption experiences, influences their perception of the brand, desensitizing them from the price factor. Therefore, when speaking about brand loyalty it is essential that the consumer demonstrate their preference for that brand when there exists the possibility of acquiring alternative similar offers; otherwise we are looking at repeat purchasing.

Other denominations:
Brand loyalty

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