Brand Loyalty

The propensity for a consumer to buy a product again. Brand loyalty begins when a customer has a positive experience with a product; however, such purchasing may end up as simply a habit (albeit a revenue-producing habit). It is important for companies to build their brand awareness (or knowledge that their products are available) and to produce quality goods in the first place in order to build brand loyalty.

brand loyalty

the extent to which consumers buy a particular BRAND of a product in preference to similar brands. Consumers may be totally loyal to a single brand but more usually will switch irregularly between two or more brands. Brand loyalty will depend largely upon consumer satisfaction with the intrinsic qualities and attributes of the brand but may also be swayed by persuasive ADVERTISING and SALES PROMOTION.

Strong brand loyalty serves to protect and increase the firm's MARKET SHARE vis-à-vis competitors, and may afford opportunities to charge a premium price for the brand. See BRANDING, BRAND SWITCHING, COMPETITIVE ADVANTAGE.

brand loyalty

the continuing willingness of consumers to purchase and repurchase the brand of a particular supplier in preference to competitive products. Suppliers cultivate brand loyalty by PRODUCT-DIFFERENTIATION strategies aimed at emphasizing real and imaginary differences between competing brands. See ADVERTISING.

Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005

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References in periodicals archive

Nike plans to launch a new subscription service for kids sneakers this week that seeks to woo parents with an offer of fewer trips to the shoe store in exchange for a regular fee and consistent brand loyalty, Reuters' Nivedita Balu reports.

Nike entering subscription business with Nike Adventure Club, Reuters reports

Apple's brand loyalty dropped to 73%, down 18 percentage points from last year to its lowest level in eight years.

How Does Apple's iPhone Loyalty Compare To Samsung And Google?

Brand loyalty among customers is on the decline due to intense competition.

Building loyalty in a digital-dominated consumer universe

The first phase of the release was to understand the issues people face on their smartphones and the features they look out for when making a choice for their next smartphone, while the second phase is focused on understanding brand loyalty and switching preferences.

91mobiles' consumer insights study analyses user satisfaction with smartphone brands

To do so, a consumer survey was developed to evaluate brand loyalty formation for two brands of a commonly purchased fast-moving consumer good (shower gel).

Brand loyalty for domestic and global Brands: A case of Thai fast-moving consumer goods

From the organisation perspective, brand loyalty is regarded a crucial marketing issue as loyalty leads to maximum WOM, company stability and greater profits and inferior price sensibility (Hallowell, 1996; Lynch and Ariely, 2000; So et al., 2014).

Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands

Barisan Nasional (BN) may just return to power within the next five years as young voters do not subscribe to 'brand loyalty', Datuk Seri Mohamad Hasan said.

Negri Umno chief: Millennials have no brand loyalty, may return to BN in GE15

To create insights that can help brands understand the market and tap into trends based on customer behavior, the study took a close look at what brand loyalty means to each of these segments:

Study shows brands must be loyal to earn loyalty

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