a consumer's continuing repeat purchase of the same brand in a particular product category; a strong, unyielding attachment, patronage, and commitment to a specific brand. See brand loyalty and brand switching.
is a person's preference for a product. When a person thinks a certain brand is best, and buying the brand becomes a habit, she or he is showing brand loyalty. Companies work hard to make customers loyal to their products.
Brand loyalty is the strength of preference for a brand compared to other similar available brand options. It is measured through a range of different dimensions e.g. repeat purchase behavior, price sensitivity.
The degree to which a customer is loyal to a given brand in that they are likely to re-purchase/re-use in the future. The level of loyalty indicates the degree to which a brand is protected form competitors.
Brand loyalty has been proclaimed by some to be the ultimate goal of marketing.Reichheld, Frederick F. and W. Earl Jr. Sasser (1990), "Zero Defections: Quality Comes to Services," Harvard Business Review (September-October), 105-11.