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The concept of loyalty to be considered should be dependent on both market and situations Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different In behavioral terms brand loyalty is simply a customers consistent repurchasing of a brand Every time a customer repurchases a productshampoo cologne wine jeans shoes frozen pizza motor oil automotive tools computers mail delivery service cable company plumbing service car insurance or whatever if the customer buys the same brand of that product we can consider for that product category The problem with behavioral brand loyalty is that simply shows that customers repurchase the same brand not whether they actually like the brand more than other brands Only if the customer attitude for a brand is more favorable than for the competing brands should that customer be considered brand loyal to that brand This way of looking at brand loyaltythat is a greater liking for the brandcan be termed attitudinal brand loyalty Brand loyalty has been largely defined and measured in either behavioral or attitudinal terms Mellens et al 1996 Brand loyalty is the biased behavioral response expressed over time by some decision-making unit with respect to one or more alternative brands out of a set of such brands and is a function of psychological processes Jagdish NSheth 1999 Brand loyalty is one or combination of attitudinal or behavioral Different types of markets may require different methods of measuring loyalty Manufacturers want to enhance the loyalty to their brand and use this loyalty to increase profitsThis has led to emphasis on a number of strategies such as brand extension good complaint handling loyalty schemes and other techniques using database methods to stay close to the customer People who buy your brand havem by that act indicated that they are more likely than others to buy it next time and thus are more worthy of marketing
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