| Brand Loyalty |
Article Index for Brand |
Shopping Loyalty |
Website Links For Brand |
Information AboutBrand Loyalty |
| CATEGORIES ABOUT BRAND LOYALTY | |
| branding | |
|
Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints, a lack of viable alternatives, or out of convenience (Jones, Mothersbaugh, and Beatty 2002). Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior (Dick and Basu 1994). This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm (Reichheld and Sasser 1990; 1993). An example of a major brand loyalty program that extended for several years and spread worldwide is Pepsi Stuff . An example of fervent and sometimes unreasonable brand loyalty is the Cult Of Mac . REFERENCES
EXAMPLES OF BRAND LOYALTY PROMOTIONS Pepsi Stuff SEE ALSO |
|
|