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class="vector-toc-list"> <li id="toc-Long-term_impact_on_business" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Long-term_impact_on_business"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.1</span> <span>Long-term impact on business</span> </div> </a> <ul id="toc-Long-term_impact_on_business-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Benefits_for_companies" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Benefits_for_companies"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.2</span> <span>Benefits for companies</span> </div> </a> <ul id="toc-Benefits_for_companies-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Customer_behavior" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Customer_behavior"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Customer behavior</span> </div> </a> <button aria-controls="toc-Customer_behavior-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Customer behavior subsection</span> </button> <ul id="toc-Customer_behavior-sublist" class="vector-toc-list"> <li id="toc-Usage_rate" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Usage_rate"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.1</span> <span>Usage rate</span> </div> </a> <ul id="toc-Usage_rate-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Loyalty" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Loyalty"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.2</span> <span>Loyalty</span> </div> </a> <ul id="toc-Loyalty-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Psychological_reasoning" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Psychological_reasoning"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Psychological reasoning</span> </div> </a> <button aria-controls="toc-Psychological_reasoning-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Psychological reasoning subsection</span> </button> <ul id="toc-Psychological_reasoning-sublist" class="vector-toc-list"> <li id="toc-High-_vs._low-involvement_consumers" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#High-_vs._low-involvement_consumers"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>High- vs. low-involvement consumers</span> </div> </a> <ul id="toc-High-_vs._low-involvement_consumers-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Factors_influencing_brand_loyalty" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Factors_influencing_brand_loyalty"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>Factors influencing brand loyalty</span> </div> </a> <ul id="toc-Factors_influencing_brand_loyalty-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-IMC_and_brand_loyalty" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#IMC_and_brand_loyalty"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.3</span> <span>IMC and brand loyalty</span> </div> </a> <ul id="toc-IMC_and_brand_loyalty-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Industrial_markets" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Industrial_markets"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.4</span> <span>Industrial markets</span> </div> </a> <ul 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class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">Toggle the table of contents</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">Brand loyalty</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. 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interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Markentreue" title="Markentreue – German" lang="de" hreflang="de" data-title="Markentreue" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-et mw-list-item"><a href="https://et.wikipedia.org/wiki/Br%C3%A4ndilojaalsus" title="Brändilojaalsus – Estonian" lang="et" hreflang="et" data-title="Brändilojaalsus" data-language-autonym="Eesti" data-language-local-name="Estonian" class="interlanguage-link-target"><span>Eesti</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Loyalitas_merek" title="Loyalitas merek – Indonesian" lang="id" hreflang="id" data-title="Loyalitas merek" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-lv mw-list-item"><a href="https://lv.wikipedia.org/wiki/Pat%C4%93r%C4%93t%C4%81ju_lojalit%C4%81te" title="Patērētāju lojalitāte – Latvian" lang="lv" hreflang="lv" data-title="Patērētāju lojalitāte" data-language-autonym="Latviešu" data-language-local-name="Latvian" class="interlanguage-link-target"><span>Latviešu</span></a></li><li class="interlanguage-link interwiki-nl mw-list-item"><a href="https://nl.wikipedia.org/wiki/Merkentrouw" title="Merkentrouw – Dutch" lang="nl" hreflang="nl" data-title="Merkentrouw" data-language-autonym="Nederlands" data-language-local-name="Dutch" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%83%96%E3%83%A9%E3%83%B3%E3%83%89%E3%83%BB%E3%83%AD%E3%82%A4%E3%83%A4%E3%83%AB%E3%83%86%E3%82%A3" title="ブランド・ロイヤルティ – Japanese" lang="ja" hreflang="ja" data-title="ブランド・ロイヤルティ" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9B%D0%BE%D1%8F%D0%BB%D1%8C%D0%BD%D0%BE%D1%81%D1%82%D1%8C_%D0%BA_%D0%B1%D1%80%D0%B5%D0%BD%D0%B4%D1%83" title="Лояльность к бренду – Russian" lang="ru" hreflang="ru" data-title="Лояльность к бренду" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-zh-yue mw-list-item"><a href="https://zh-yue.wikipedia.org/wiki/%E5%93%81%E7%89%8C%E5%BF%A0%E8%AA%A0%E5%BA%A6" title="品牌忠誠度 – Cantonese" lang="yue" hreflang="yue" data-title="品牌忠誠度" data-language-autonym="粵語" data-language-local-name="Cantonese" class="interlanguage-link-target"><span>粵語</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a 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role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This article <b>needs additional citations for <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">verification</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Brand_loyalty" title="Special:EditPage/Brand loyalty">improve this article</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and removed.<br /><small><span class="plainlinks"><i>Find sources:</i> <a rel="nofollow" class="external text" href="https://www.google.com/search?as_eq=wikipedia&q=%22Brand+loyalty%22">"Brand loyalty"</a> – <a rel="nofollow" class="external text" href="https://www.google.com/search?tbm=nws&q=%22Brand+loyalty%22+-wikipedia&tbs=ar:1">news</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.google.com/search?&q=%22Brand+loyalty%22&tbs=bkt:s&tbm=bks">newspapers</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.google.com/search?tbs=bks:1&q=%22Brand+loyalty%22+-wikipedia">books</a> <b>·</b> <a rel="nofollow" class="external text" href="https://scholar.google.com/scholar?q=%22Brand+loyalty%22">scholar</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.jstor.org/action/doBasicSearch?Query=%22Brand+loyalty%22&acc=on&wc=on">JSTOR</a></span></small></span> <span class="date-container"><i>(<span class="date">November 2023</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Marketing term for a consumer's emotional attachment to a given brand</div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">"Customer loyalty" redirects here. For the episode of <i><a href="/wiki/The_Office_(American_TV_series)" title="The Office (American TV series)">The Office</a></i>, see <a href="/wiki/Customer_Loyalty_(The_Office)" title="Customer Loyalty (The Office)">Customer Loyalty (<i>The Office</i>)</a>.</div> <style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul ul{display:inline}.mw-parser-output .hlist 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.sidebar{width:100%!important;clear:both;float:none!important;margin-left:0!important;margin-right:0!important}}body.skin--responsive .mw-parser-output .sidebar a>img{max-width:none!important}@media screen{html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Brand_management" title="Brand management">Brand management</a></th></tr><tr><th class="sidebar-heading"> <a href="/wiki/Brand_strategy" class="mw-redirect" title="Brand strategy">Strategy</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Brand_extension" title="Brand extension">Extension</a></li> <li><a href="/wiki/Brand_image" class="mw-redirect" title="Brand image">Image</a></li> <li><a href="/wiki/Brand_implementation" title="Brand implementation">Implementation</a></li> <li><a href="/wiki/Rebranding" title="Rebranding">Rebranding</a></li></ul></td> </tr><tr><th class="sidebar-heading"> <a href="/wiki/Brand_culture" class="mw-redirect" title="Brand culture">Culture</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Ambassador</a></li> <li><a href="/wiki/Brand_community" title="Brand community">Community</a></li> <li><a href="/wiki/Brand_engagement" title="Brand engagement">Engagement</a></li> <li><a href="/wiki/Brand_identity" class="mw-redirect" title="Brand identity">Identity</a></li> <li><a href="/wiki/Brand_language" title="Brand language">Language</a></li> <li><a href="/wiki/Lifestyle_brand" title="Lifestyle brand">Lifestyle brand</a></li> <li><a class="mw-selflink selflink">Loyalty</a></li> <li><a href="/wiki/Brand_tribalism" title="Brand tribalism">Tribalism</a></li> <li><a href="/wiki/Verbal_Identity" class="mw-redirect" title="Verbal Identity">Verbal Identity</a></li></ul></td> </tr><tr><th class="sidebar-heading"> <a href="/wiki/Positioning_(marketing)" title="Positioning (marketing)">Positioning</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Product_differentiation" title="Product differentiation">Differentiation</a></li> <li><a href="/wiki/Brand_equity" title="Brand equity">Equity</a></li> <li><a href="/wiki/Quality_(business)" title="Quality (business)">Perceived quality</a></li> <li><a href="/wiki/Brand_relationship" title="Brand relationship">Relationship</a></li> <li><a href="/wiki/Brand_valuation" title="Brand valuation">Valuation</a></li> <li><a href="/wiki/Visual_brand_language" title="Visual brand language">Visual brand language</a></li></ul></td> </tr><tr><th class="sidebar-heading"> <a href="/wiki/Brand_architecture" title="Brand architecture">Architecture</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Brand#Brand_name" title="Brand">Name</a></li> <li><a href="/wiki/Corporate_branding" title="Corporate branding">Corporate</a></li> <li><a href="/wiki/Individual_branding" title="Individual branding">Individual</a></li> <li><a href="/wiki/Personal_branding" title="Personal branding">Personal</a></li> <li><a href="/wiki/Umbrella_brand" title="Umbrella brand">Umbrella</a></li> <li><a href="/wiki/Brand_Book" title="Brand Book">Brand Book</a></li></ul></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Brand_Management" title="Template:Brand Management"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Brand_Management" title="Template talk:Brand Management"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Brand_Management" title="Special:EditPage/Template:Brand Management"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p>In <a href="/wiki/Marketing" title="Marketing">marketing</a> and <a href="/wiki/Consumer_behaviour" title="Consumer behaviour">consumer behaviour</a>, <b>brand loyalty</b> describes a <a href="/wiki/Consumer" title="Consumer">consumer</a>'s persistent positive feelings towards a familiar <a href="/wiki/Brand" title="Brand">brand</a> and their dedication to <a href="/wiki/Purchase" class="mw-redirect" title="Purchase">purchasing</a> the brand's <a href="/wiki/Product_(business)" title="Product (business)">products</a> and/or <a href="/wiki/Service_(economics)" title="Service (economics)">services</a> repeatedly regardless of deficiencies, a <a href="/wiki/Competition_(economics)" title="Competition (economics)">competitor</a>'s actions, or changes in the market environment. It can also be demonstrated with other behaviors such as positive <a href="/wiki/Word-of-mouth" class="mw-redirect" title="Word-of-mouth">word-of-mouth</a> advocacy.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Corporate_branding" title="Corporate branding">Corporate brand</a> loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> In a <a href="/wiki/Business-to-business" title="Business-to-business">business-to-business</a> context, the term "source loyalty" may also be used.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Loyalty implies dedication and should not be confused with <a href="/wiki/Habit" title="Habit">habit</a>, its less-than-emotional engagement and commitment. <a href="/wiki/Business" title="Business">Businesses</a> whose financial and ethical values (for example, <a href="/wiki/Environmental,_social_and_corporate_governance" class="mw-redirect" title="Environmental, social and corporate governance">ESG</a> responsibilities) rest in large part on their brand loyalty are said<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag may use weasel words or too-vague attribution. (October 2018)">by whom?</span></a></i>]</sup> to use the <a href="/wiki/Loyalty_business_model" title="Loyalty business model">loyalty business model</a>. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Marketing">Marketing</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=1" title="Edit section: Marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand loyalty, in marketing, consists of a <a href="/wiki/Consumer" title="Consumer">consumer</a>'s commitment to repurchase or continue to use the <a href="/wiki/Brand" title="Brand">brand</a>. Consumers can demonstrate brand loyalty by repeatedly buying a product, service, or by other positive behaviors such as by engaging in word of mouth advocacy.<sup id="cite_ref-Dick_1994_4-0" class="reference"><a href="#cite_note-Dick_1994-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> This concept of a brand displays imagery and <a href="/wiki/Symbol" title="Symbol">symbolism</a> for a product or range of products.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="how does a concept display imagery and symbolism? (February 2022)">clarification needed</span></a></i>]</sup> Brands can engage<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what does it mean for a brand to "engage" consumers? (February 2022)">when defined as?</span></a></i>]</sup> consumers and make them feel emotionally attached.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> Consumers' beliefs and attitudes make up brand images, and these affect how they will view brands with which they come into contact.<sup id="cite_ref-Kotler_et_al,_2013_5-0" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Brand experience occurs when consumers shop or search for, and consume products.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> Holistic<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what does it mean for an experience to be "holistic"? (February 2022)">when defined as?</span></a></i>]</sup> experiences such as sense, relation<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what sort of experience is "relation"? (February 2022)">clarification needed</span></a></i>]</sup>, acting, and feeling occur when one comes into contact with brands. The stronger and more relational<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what does it mean for a sense to be "relational"? (February 2022)">when defined as?</span></a></i>]</sup> these senses are to the individual, the more likely it is that individual will make repeat purchases. After contact has been made,<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="who makes contact with what? (February 2022)">clarification needed</span></a></i>]</sup> psychological reasoning<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what does it mean for reasoning to be "psychological"? (February 2022)">when defined as?</span></a></i>]</sup> will occur, followed by a decision to buy or not to buy. This can result in repeat purchase behavior, thus incurring the beginning<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what is the difference between "beginning" and "incurring the beginning"? Is there a better way to phrase this? (February 2022)">clarification needed</span></a></i>]</sup> brand loyalty.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> Brand loyalty is not limited to repeat purchase behavior, as there is deeper psychological reasoning<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what does it mean for reasoning to be "psychological" or "deeper"? what is this deeper psychological reasoning? (February 2022)">when defined as?</span></a></i>]</sup> as to why an individual will continuously re-purchase products from one brand. Brand loyalty can be defined as the "behavioral willingness" to consistently maintain relations with a particular brand.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> In a survey of nearly 200 senior marketing managers, 68 percent responded that they found the "loyalty" metric<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (February 2022)">clarification needed</span></a></i>]</sup> very useful.<sup id="cite_ref-Marketing_Metrics_8-0" class="reference"><a href="#cite_note-Marketing_Metrics-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p>Brand loyalty occurs when consumers are willing to pay higher prices for a certain brand and go out of their way for the brand, or think highly of it.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> </p><p>Brand loyalty can predict brand performance<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (February 2022)">clarification needed</span></a></i>]</sup> outcomes. It also highlights the importance<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (February 2022)">clarification needed</span></a></i>]</sup> of marketing communication when trying<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> to promote a certain product that's not doing as well as other brands. Marketers are able to look at the patterns<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="in what sense does brand loyalty exhibit "patterns"? (February 2022)">when defined as?</span></a></i>]</sup> of brand loyalty and pick out characteristics that make that product thrive.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p><p>Examples of brand loyalty promotions include <a href="/wiki/My_Coke_Rewards" title="My Coke Rewards">My Coke Rewards</a>, <a href="/wiki/Pepsi_Stuff" title="Pepsi Stuff">Pepsi Stuff</a>, and <a href="/wiki/Marriott_International#Marriott_Rewards" title="Marriott International">Marriott Rewards</a>.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag is a non sequitur, and needs to be integrated into the text in a way that is meaningful to the reader. (February 2022)"><i>non sequitur</i></span></a></i>]</sup> </p> <div class="mw-heading mw-heading3"><h3 id="Long-term_impact_on_business">Long-term impact on business</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=2" title="Edit section: Long-term impact on business"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand loyalty in marketing consists of a consumer's devotion, bond, and commitment to repurchase and continue to use a brand's product or service over time, regardless of changes with competitors' pricing or changes in the external environment. Brand loyalty reflects a customer's commitment to remain in a relationship for a long period of time with a brand.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> </p><p>A critical factor of building brand loyalty is developing a connection or relationship between the consumer and the brand. When an emotional relationship is created between the consumer and the brand, this leads to a strong bond and a competitive advantage for that particular brand. Loyalty consists of both attitudinal and behavioral components. Attitudinal loyalty relates to the customer's willingness to purchase a product or service from the brand at any reasonable cost. Behavioral loyalty is re-purchasing. Both behavioral and attitudinal components are important. One example is that a consumer displays behavioral loyalty by buying Coke when there are few alternatives available and attitudinal loyalty when they will not buy an alternative brand when Coke is not available. The attitudinal component is psychological, this leads to the behavioral action of repeat purchase. It is the attitudinal loyalty that drives most loyalty behavior and ensures loyalty over time, not just with one purchase. “Brand loyalty is desired by firms because retention of existing customers is less costly than obtaining new ones. Firms profit from having loyal customers”.<sup id="cite_ref-:0_12-0" class="reference"><a href="#cite_note-:0-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Benefits_for_companies">Benefits for companies</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=3" title="Edit section: Benefits for companies"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Line_at_Apple_Store_in_NYC.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/6/6c/Line_at_Apple_Store_in_NYC.jpg/220px-Line_at_Apple_Store_in_NYC.jpg" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/6c/Line_at_Apple_Store_in_NYC.jpg/330px-Line_at_Apple_Store_in_NYC.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/6c/Line_at_Apple_Store_in_NYC.jpg/440px-Line_at_Apple_Store_in_NYC.jpg 2x" data-file-width="2848" data-file-height="2136" /></a><figcaption>Line of people waiting for the <a href="/wiki/IPhone_3G" title="IPhone 3G">iPhone 3G</a> outside of the <a href="/wiki/Apple_Store" title="Apple Store">Apple Store</a> in <a href="/wiki/New_York_City" title="New York City">New York City</a>, 2008</figcaption></figure> <p>Brand loyalty profits firms by saving them money. Benefits for companies associated with loyal consumers include: </p> <ul><li>Acceptance of <a href="/wiki/Brand_extension" title="Brand extension">product extensions</a>.</li> <li>Defense from competitors' cutting of prices.</li> <li>Creating barriers to entry for firms looking to enter the market.</li> <li>Competitive edge in market.</li> <li>Customers willing to pay high prices or accept far-reaching <a href="/wiki/End_user_agreement" class="mw-redirect" title="End user agreement">end user agreements</a></li> <li>Existing customers cost much less to serve.</li> <li>Potential new customers.</li></ul> <p>Generally speaking, brand loyalty will increase profit over time as firms do not have to spend as much time and money on maintaining relationships or marketing to existing consumers.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="how does a firm establish brand loyalty if not by spending time and money maintaining relationships or marketing to existing customers? (February 2022)">citation needed</span></a></i>]</sup> Loyal long-term customers spend more money with a firm. </p> <div class="mw-heading mw-heading2"><h2 id="Customer_behavior">Customer behavior</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=4" title="Edit section: Customer behavior"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand loyalty leads not only to <a href="/wiki/Share_repurchase" title="Share repurchase">repurchasing</a>. Customers may repurchase a brand due to situational constraints (such as <a href="/wiki/Vendor_lock-in" title="Vendor lock-in">vendor lock-in</a>), a lack of viable alternatives, or out of convenience.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> Such loyalty is referred to as "spurious loyalty". </p><p>Previous studies showed that <a href="/wiki/Customer_loyalty" class="mw-redirect" title="Customer loyalty">customer loyalty</a> is affected by <a href="/wiki/Customer_satisfaction" title="Customer satisfaction">customer satisfaction</a>,<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="how? (February 2022)">clarification needed</span></a></i>]</sup> but the association differs<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="how? (February 2022)">clarification needed</span></a></i>]</sup> based on <a href="/wiki/Customer_switching" title="Customer switching">customer switching</a> costs (procedural, relational, and financial).<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Real brand loyalty exists when customers have a high relative attitude<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what's a "high relative attitude"? (February 2022)">when defined as?</span></a></i>]</sup> toward the brand which they then exhibit through repurchase behavior.<sup id="cite_ref-Dick_1994_4-1" class="reference"><a href="#cite_note-Dick_1994-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> 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<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> bring new customers to the firm.<sup id="cite_ref-Reichheld_1990_16-0" class="reference"><a href="#cite_note-Reichheld_1990-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> For example, if Joe has brand loyalty to Company A, he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality. From the point of view of many marketers, loyalty to the brand — in terms of consumer usage<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what's "consumer usage"? (February 2022)">when defined as?</span></a></i>]</sup> — is a key factor. However, companies often ensure that they are not spending resources to retain loyal but unprofitable customers.<sup id="cite_ref-Reinartz,_Werner_J._2003_18-0" class="reference"><a href="#cite_note-Reinartz,_Werner_J._2003-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Usage_rate">Usage rate</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=5" title="Edit section: Usage rate"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><span class="cleanup-needed-content" style="padding-left:0.1em; padding-right:0.1em; color:var(--color-subtle, #54595d); border:1px solid var(--border-color-subtle, #c8ccd1);">Most important is usually</span><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="Who says this? (February 2022)">weasel words</span></a></i>]</sup> the 'rate' of usage<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup>, to which the <a href="/wiki/Pareto_principle" title="Pareto principle">Pareto 80-20 rule</a> applies: Kotler's<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="who is Kotler? (February 2022)">clarification needed</span></a></i>]</sup> "heavy users" are <span class="cleanup-needed-content" style="padding-left:0.1em; padding-right:0.1em; color:var(--color-subtle, #54595d); border:1px solid var(--border-color-subtle, #c8ccd1);">likely to be</span><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="Who says this? (February 2022)">weasel words</span></a></i>]</sup> disproportionately important to the brand (typically, 20 percent of users accounting for 80 percent of usage — and of suppliers' profit). As a result, suppliers often segment their customers into "heavy", "medium", and "light" users; as far as they can, they target<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what does it mean for a supplier to "target" users? (February 2022)">when defined as?</span></a></i>]</sup> "heavy users". However, research shows that heavy users of a brand are not always the most profitable for a company.<sup id="cite_ref-Reinartz,_Werner_J._2003_18-1" class="reference"><a href="#cite_note-Reinartz,_Werner_J._2003-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Loyalty">Loyalty</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=6" title="Edit section: Loyalty"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A second dimension, is whether the customer is committed to the brand. Philip Kotler, again, defines four status of loyalty:<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p> <ol><li>Hard-core Loyals — who buy the brand all the time.</li> <li>Split Loyals — loyal to two or three brands.</li> <li>Shifting Loyals — moving from one brand to another.</li> <li>Switchers — with no loyalty (possibly "deal prone", constantly looking for <a href="/wiki/Bargaining" title="Bargaining">bargains</a> or "<a href="/wiki/Vanity" title="Vanity">vanity</a> prone", looking for something different). Again, research shows that customer commitment is a more nuanced a fine-grained construct<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what is "a more nuanced a fine-grained construct"? (February 2022)">when defined as?</span></a></i>]</sup> than what was previously thought. Specifically, customer commitment has five dimensions, and some commitment dimensions (forced commitment may even negatively impact customer loyalty).<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (February 2022)">clarification needed</span></a></i>]</sup></li></ol> <div class="mw-heading mw-heading2"><h2 id="Psychological_reasoning">Psychological reasoning</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=7" title="Edit section: Psychological reasoning"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A person's psychological disposition affects which brands they are attracted to. Cognitive responses can be matched with brand personalities.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what does that even mean? (February 2022)">clarification needed</span></a></i>]</sup> Brand personalities are<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> broken down into five categories of traits: sincerity, ruggedness, competence, sophistication and excitement.<sup id="cite_ref-Kotler_et_al,_2013_5-1" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Consumers are <span class="cleanup-needed-content" style="padding-left:0.1em; padding-right:0.1em; color:var(--color-subtle, #54595d); border:1px solid var(--border-color-subtle, #c8ccd1);">usually</span><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="Who says this? (February 2022)">weasel words</span></a></i>]</sup> drawn to a brand because the brand strongly conveys one of these traits, and that trait resonates in the consumer's mind. These traits are<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> matched to the five psychological factors that the consumers are influenced by: perception, learning, motivation, beliefs, and attitudes.<sup id="cite_ref-Kotler_et_al,_2013_5-2" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> In relation to brand loyalty, the most important factors are beliefs and attitudes. A belief can be based on real knowledge, faith, or opinion and has the ability to carry an emotional charge.<sup id="cite_ref-Kotler_et_al,_2013_5-3" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Consumers use beliefs to form a brand image in their minds, and marketers try to either change or enhance people's beliefs to draw them to their brand.<sup id="cite_ref-Kotler_et_al,_2013_5-4" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Marketers can advertise messages such as "no <a href="/wiki/Added_sugar" title="Added sugar">added sugar</a>" and then, if this statement resonates in the consumer's mind, the consumer will believe that this brand's beliefs<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="From the previous text, it seemed like brands have personalities and consumers have beliefs that match. Now this makes it seem like brands have beliefs, not personalities. (February 2022)">clarification needed</span></a></i>]</sup> matches theirs.<sup id="cite_ref-Kotler_et_al,_2013_5-5" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Beliefs that consumers hold against brands can also be false, as word of mouth, false advertising, and so forth can create false impressions.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="there has not been any discussion of true beliefs that consumers hold against brands, so saying they can also be false doesn't follow. (February 2022)"><i>non sequitur</i></span></a></i>]</sup> Marketers will try to counteract these negative beliefs so the consumer feels like they hold similar beliefs as the brand. Attitudes can be<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> based on brand salience<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="to whom? (February 2022)">clarification needed</span></a></i>]</sup> and accessibility.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="to whom? (February 2022)">clarification needed</span></a></i>]</sup><sup id="cite_ref-Posavac_et_al,_2014_20-0" class="reference"><a href="#cite_note-Posavac_et_al,_2014-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> Consumers make constant evaluations on every aspect of their lives and these make up attitudes.<sup id="cite_ref-Kotler_et_al,_2013_5-6" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Ones attitude is usually difficult to change, so marketers try to fit their brands and products into categorical attitudes.<sup id="cite_ref-Kotler_et_al,_2013_5-7" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Each time a consumer makes contact with a brand (through advertising and promotion), they reflect on their attitudes to make judgements and decisions about that particular brand.<sup id="cite_ref-Posavac_et_al,_2014_20-1" class="reference"><a href="#cite_note-Posavac_et_al,_2014-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> If a person's attitude coincides with what a brand is trying to convey, the consumer will put the brand into a "liking" category in their mind. The consumer will then be more likely to increase involvement with this brand, and because attitudes are difficult to change, the chances of brand loyalty occurring increase. </p><p>Other <a href="/wiki/Advertising" title="Advertising">advertising techniques</a> such as <a href="/wiki/Comparative_advertising" title="Comparative advertising">comparative advertising</a> have shown to increase<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what does it mean for a brand attitude to "increase"? (February 2022)">clarification needed</span></a></i>]</sup> the brand attitudes one might have.<sup id="cite_ref-Posavac_et_al,_2014_20-2" class="reference"><a href="#cite_note-Posavac_et_al,_2014-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> When a brand praises a competitor, rather than using a negative comparison, consumers are shown to have more positive brand attitudes, therefore drawing them to the brand.<sup id="cite_ref-Posavac_et_al,_2014_20-3" class="reference"><a href="#cite_note-Posavac_et_al,_2014-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> Brands may advertise themselves in ways that have nothing to do with their product, but by using emotional influences that they know the average consumer will engage with. For example, they may use religion, world peace, love, death, children and other symbols that humans can feel sentimental about to attract consumers to their brand.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> Through advertising, marketers may focus more on implicit emotional messages, rather than the actual content or information about their brand.<sup id="cite_ref-auto_21-0" class="reference"><a href="#cite_note-auto-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Consumers take notice of campaigns, and a wave effect<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what is "a wave effect"? (February 2022)">when defined as?</span></a></i>]</sup> can occur, due to the relational sense<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="what is a "relational sense"? (February 2022)">when defined as?</span></a></i>]</sup> of the campaign to the common person's emotions. Once a consumer establishes an emotional bond with a brand, the consumer is more likely to be able to recall the brand than consumers who have been subject to a large amount of content information.<sup id="cite_ref-auto_21-1" class="reference"><a href="#cite_note-auto-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Because of this increased level of recall, brand loyalty is more likely to occur, as the brand name is resonating in the consumer's mind due to a feeling of emotional attachment.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> Furthermore, consumers are willing to pay more for a product that has a brand name that resonates with them emotionally.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading3"><h3 id="High-_vs._low-involvement_consumers">High- vs. low-involvement consumers</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=8" title="Edit section: High- vs. low-involvement consumers"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Buying decisions from consumers can be dependent<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="in what way? (February 2022)">clarification needed</span></a></i>]</sup> on their level of involvement<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup> with the product or brand. Brand loyalty can stem from whether the consumer has a high or low level of involvement with the brand. High-involvement consumers interact with brands and products that are important to them, are risky or expensive and products that people who are important to the consumer have strong opinions on.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="this sentence is garbled (February 2022)">clarification needed</span></a></i>]</sup><sup id="cite_ref-Kotler_et_al,_2013_5-8" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> High-involvement consumers will usually progress through complex buying behavior to decide whether they want to purchase a product whose brand greatly differs from others. Such behavior involves gaining knowledge of the product, specifications and attributes, and furthermore creating attitudes that lead to the buyer's decision.<sup id="cite_ref-Kotler_et_al,_2013_5-9" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Similarly, dissonance<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup>-reducing buying behavior occurs in the same situation, but instead with brands they see little differences between.<sup id="cite_ref-Kotler_et_al,_2013_5-10" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> This process consists of consumers finding purchase convenience, attractive pricing, and shopping around.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="this sentence is garbled. needs parallel phrase structure? (February 2022)">clarification needed</span></a></i>]</sup> High-involvement consumers search for more product attributes and engage in more product-related activities, such as searching for more information on a product and researching the brand's background.<sup id="cite_ref-Eryigit,_2013_22-0" class="reference"><a href="#cite_note-Eryigit,_2013-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> This engagement makes consumers aware and knowledgeable of the brand's attributes, so this engagement can shape behavioral brand loyalty, as the consumer feels that they know the brand well.<sup id="cite_ref-Eryigit,_2013_22-1" class="reference"><a href="#cite_note-Eryigit,_2013-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p><p>Low-involvement consumers take on habitual buying behavior or variety-seeking behavior.<sup id="cite_ref-Kotler_et_al,_2013_5-11" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> These processes occur when a consumer is purchasing fast-moving<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup> goods and requires a low product-involvement level.<sup id="cite_ref-Kotler_et_al,_2013_5-12" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Habitual behavior occurs when the consumer doesn't see large differences between brands, and therefore doesn't search for information. Consumers usually purchase because advertising or promotion created familiarity.<sup id="cite_ref-Kotler_et_al,_2013_5-13" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> The attitudes formed by being exposed to advertisements and promotions cause brand loyalty to occur.<sup id="cite_ref-Eryigit,_2013_22-2" class="reference"><a href="#cite_note-Eryigit,_2013-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> Because consumers do less mental work to assess each brand, they may stick with a brand simply because it takes less work to do so.<sup id="cite_ref-Eryigit,_2013_22-3" class="reference"><a href="#cite_note-Eryigit,_2013-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> Low-involvement consumers use short-cut evaluations, so, for example, a known brand name that they haven't thought about deeply enough to find faults in will be an easy buy decision. Habitual buying behavior can result in brand loyalty subconsciously. The consumer isn't actively aware they want to purchase repeatedly from a particular brand, it is just in their habitual nature to do so.<sup id="cite_ref-Kotler_et_al,_2013_5-14" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Alternatively, low-involvement consumers who are using variety-seeking behavior see differences between brands and tend to do a lot of switching.<sup id="cite_ref-Kotler_et_al,_2013_5-15" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> To attempt to persuade these consumers into habitual buying behavior, marketers will try to dominate shelf space, cut prices, or introduce new products.<sup id="cite_ref-Kotler_et_al,_2013_5-16" class="reference"><a href="#cite_note-Kotler_et_al,_2013-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> If a low-involvement consumer continues to use variety-seeking behavior, brand loyalty is unlikely to be established. </p> <div class="mw-heading mw-heading3"><h3 id="Factors_influencing_brand_loyalty">Factors influencing brand loyalty</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=9" title="Edit section: Factors influencing brand loyalty"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Loyalty includes some degree of predisposition toward a brand. It is determined by several distinct psychological processes, and it entails multivariate measurements. Customer perceived <a href="/wiki/Value_(economics)" title="Value (economics)">value</a>, brand trust, customer <a href="/wiki/Contentment" title="Contentment">satisfaction</a>, repeat purchase behavior, and commitment <span class="cleanup-needed-content" style="padding-left:0.1em; padding-right:0.1em; color:var(--color-subtle, #54595d); border:1px solid var(--border-color-subtle, #c8ccd1);">are found</span><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="Who says this? (February 2022)">weasel words</span></a></i>]</sup> to be the key influencing factors of brand loyalty. Commitment and repeated purchase behavior <span class="cleanup-needed-content" style="padding-left:0.1em; padding-right:0.1em; color:var(--color-subtle, #54595d); border:1px solid var(--border-color-subtle, #c8ccd1);">are considered</span><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="Who says this? (February 2022)">weasel words</span></a></i>]</sup> as necessary conditions for brand loyalty followed by perceived value, satisfaction, and brand trust.<i><sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></i> </p><p><a href="/wiki/Fred_Reichheld" title="Fred Reichheld">Fred Reichheld</a>,<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> one of the most influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects on <a href="/wiki/Profit_(economics)" title="Profit (economics)">profitability</a>. However, new research shows that the association between customer loyalty and financial outcomes such as firm profitability and stock-market outcomes is not so straightforward.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> </p><p>An organization's ability to attract and retain customers is vital to its success. Customer loyalty requires a strong appetite by the customer for a product.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2022)">citation needed</span></a></i>]</sup> Marketing tools such as <a href="/wiki/Marketing_communications#Integrated_marketing_communications" title="Marketing communications">integrated marketing communications (IMC)</a> and branding can increase perceived attraction between the consumer and the brand. These tools boost emotional response and attachment to the brand, and influence feelings the customer has for a brand; both are important for congruency<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup> and a relationship<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup>. This in turn leads to the development of brand loyalty. Relationship development and maintenance can also be achieved through the use of loyalty programs or a celebrity endorser. These can help to increase a bond between a brand and a consumer.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> </p><p>IMC is defined as "integrating a variety of convincing messages across various forms to communicate with and develop relationships with customers."<sup id="cite_ref-:1_27-0" class="reference"><a href="#cite_note-:1-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> IMC can convey the brand image, increase awareness, build brand equity, and achieve shared values between the consumer and the brand. </p> <div class="mw-heading mw-heading3"><h3 id="IMC_and_brand_loyalty">IMC and brand loyalty</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=10" title="Edit section: IMC and brand loyalty"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>IMC and branding are both marketing tools for increasing the brand loyalty of consumers. The decisions made<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> around communications and branding should be based on solid<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup> and factual market research about the consumers. If the brand or the IMC do not seem<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> to be relevant to the target market, consumers will not pay attention. An example of this is that high customization, creativity, and a more direct voice is recommended for messages directed towards <a href="/wiki/Generation_Y" class="mw-redirect" title="Generation Y">Generation Y</a> consumers as Generation Y want to be treated differently from the rest of the market and marketers should acknowledge this.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> </p><p>Loyalty programs reward and encourage customers, which is necessary for customers to want to repurchase.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2022)">citation needed</span></a></i>]</sup> The consumer should feel a connection<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup> with the brand to want repeat purchase and to exhibit other brand loyalty behaviors such as positive word of mouth. "A loyalty program is an integrated system of marketing actions that aims to make member customers more loyal to a brand."<sup id="cite_ref-:0_12-1" class="reference"><a href="#cite_note-:0-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> The main goal of a loyalty program is to create or enhance customer loyalty towards a brand whilst being<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (February 2022)">who?</span></a></i>]</sup> sustained even after a loyalty program is discontinued.<sup id="cite_ref-:0_12-2" class="reference"><a href="#cite_note-:0-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p><p>Marketers use such tactics as a loyalty program to increase likelihood of repeat purchase and to retrieve information about the spending habits of the consumer. Loyalty programs that enhance the consumer's opinion about how much the firm can offer them may be essential for building a relationship<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch" title="Wikipedia:Manual of Style/Words to watch"><span title="The preceding text may be too imprecise or indirect for Wikipedia's standards. (February 2022)">when defined as?</span></a></i>]</sup>. Even though these programs can cost a lot of money, they help to create a relationship between the brand and the consumer.<sup id="cite_ref-:0_12-3" class="reference"><a href="#cite_note-:0-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> An example of a loyalty program is a point system: Frequent customers earn points which transform into freebies, discounts, rewards, or special treatment of some sort; customers work toward a specific number of points to redeem their benefit.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> </p><p>Celebrity endorsers moderate the relationship between the consumer and the brand by personifying the brand to match the perceptions of the consumer. Using a celebrity endorser can build a relationship between consumers and a brand because endorsers can represent similarities between themselves and the consumer, and themselves and the brand. Celebrities make marketing tactics more convincing and marketing communications more effective.<sup id="cite_ref-:1_27-1" class="reference"><a href="#cite_note-:1-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p><p>For example, a celebrity may be influential to a Generation Y consumer because that generation views<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="how does a generation "view" a celebrity? (February 2022)">clarification needed</span></a></i>]</sup> them as likeable, real, and beautiful. In order for celebrity endorsers to effectively reach the audience, they must connect and identify with the audience.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what is the difference between "reach" and "connect"? (February 2022)">clarification needed</span></a></i>]</sup><sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> The use of a popular celebrity endorser could personalize the brand for the consumer and create the relationship between the consumer and the brand. To ensure endorsement is successful, the celebrity should match the brand and the consumer.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> The effect of using a celebrity endorser that consumers look up to and want to emulate can lead to increased congruence between the values of the consumers and the brand, and improve the relationship between the two. </p> <div class="mw-heading mw-heading3"><h3 id="Industrial_markets">Industrial markets</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=11" title="Edit section: Industrial markets"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In <a href="/wiki/Industrial_marketing" title="Industrial marketing">industrial markets</a>, organizations regard "heavy users" as "major accounts" to be handled by senior sales personnel and even managers; whereas "light users" may be handled by the general sales force or by a dealer.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="why are we being told this? what does this have to do with the page topic? (February 2022)">clarification needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading3"><h3 id="Portfolios_of_brands">Portfolios of brands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=12" title="Edit section: Portfolios of brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Andrew_Ehrenberg" class="mw-redirect" title="Andrew Ehrenberg">Andrew Ehrenberg</a>, then of the <a href="/wiki/London_Business_School" title="London Business School">London Business School</a> said that consumers buy "portfolios of brands."<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2022)">citation needed</span></a></i>]</sup> They switch regularly between brands, often because they simply want a change. Thus, "<a href="/wiki/Brand_penetration" class="mw-redirect" title="Brand penetration">brand penetration</a>" or "brand share" reflects only a statistical chance that customers will buy that brand next time as part of a portfolio of brands they prefer. It does not guarantee that they will stay loyal. </p><p>Influencing the statistical probabilities facing a consumer choosing from a <a href="/wiki/Portfolio_(finance)" title="Portfolio (finance)">portfolio</a> of preferred brands, which is required in this context, is a very different role for a brand manager; compared with the much simpler one, traditionally described, of recruiting and holding dedicated customers. The concept also emphasizes the need for managing continuity.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what does this sentence mean? (February 2022)">clarification needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Issues">Issues</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=13" title="Edit section: Issues"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>After brands are well established and have a decent flow of consumers, problems may arise such as slips in product quality or in safety of products, or lack of customer care. Such problems can be detrimental to a brand that has become too confident.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what does it mean for a brand to be confident? (February 2022)">clarification needed</span></a></i>]</sup> Many brands continue to get away with scandals, and it does not affect their image in any way.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> For example, the Coca-Cola brand <span class="cleanup-needed-content" style="padding-left:0.1em; padding-right:0.1em; color:var(--color-subtle, #54595d); border:1px solid var(--border-color-subtle, #c8ccd1);">has been involved in</span><sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="Who says this? (February 2022)">weasel words</span></a></i>]</sup> scandals including murders in Colombia, crimes in India, and various health dangers; all of which relate back to the company name.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> Yet the power of the Coca-Cola brand puts it at the top of its field. The reputation of such a massive organization is hard to dent with the powerful distribution rights<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (February 2022)">clarification needed</span></a></i>]</sup> and funds to create some of the best ad campaigns.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Stability">Stability</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=14" title="Edit section: Stability"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Many markets exhibit overall stability, or "marketing <a href="/wiki/Inertia" title="Inertia">inertia</a>." In their essential<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="which characteristics of markets are the essential ones? (February 2022)">clarification needed</span></a></i>]</sup> characteristics they change very slowly, over decades or even centuries rather than over months. </p><p>This stability has two implications: The first is that those who are brand leaders are especially well placed in relation to their competitors and should want to further the inertia that reinforces the stability of that position. This, however, still demands minor changes to keep up with marginal changes in consumer taste (which may be minor to the theorist but will still be crucial in terms of those consumers' purchasing patterns as markets do not favor the over-complacent).<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2022)">citation needed</span></a></i>]</sup> These minor investments are a small price to pay for the long term profits that brand leaders usually enjoy. </p><p>The second, and more important, is that someone who wishes to overturn this stability and change the market (or significantly improve their position in it) must expect to make massive investments in order to succeed. Even though stability is the natural state of some markets, sudden changes can still occur. </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=15" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Brand_architecture" title="Brand architecture">Brand architecture</a></li> <li><a href="/wiki/Brand_aversion" title="Brand aversion">Brand aversion</a></li> <li><a href="/wiki/Brand_equity" title="Brand equity">Brand equity</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Brand_language" title="Brand language">Brand language</a></li> <li><a href="/wiki/Brand_tribalism" title="Brand tribalism">Brand tribalism</a></li> <li><a href="/wiki/Customer_engagement" title="Customer engagement">Customer engagement</a></li> <li><a href="/wiki/Customer_franchise" title="Customer franchise">Customer franchise</a></li> <li><a href="/wiki/Employer_branding" title="Employer branding">Employer branding</a></li> <li><a href="/wiki/Evangelism_marketing" title="Evangelism marketing">Evangelism marketing</a></li> <li><a href="/wiki/Visual_brand_language" title="Visual brand language">Visual brand language</a></li> <li><a href="/wiki/Brand_intimacy" class="mw-redirect" title="Brand intimacy">Brand intimacy</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand_loyalty&action=edit&section=16" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFHurAhnKim2011" class="citation journal cs1">Hur, Won‐Moo; Ahn, Kwang‐Ho; Kim, Minsung (2011-08-02). "Building brand loyalty through managing brand community commitment". <i>Management Decision</i>. <b>49</b> (7): 1194–1213. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1108%2F00251741111151217">10.1108/00251741111151217</a>. <a href="/wiki/ISSN_(identifier)" class="mw-redirect" title="ISSN (identifier)">ISSN</a> <a rel="nofollow" class="external text" href="https://search.worldcat.org/issn/0025-1747">0025-1747</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Management+Decision&rft.atitle=Building+brand+loyalty+through+managing+brand+community+commitment&rft.volume=49&rft.issue=7&rft.pages=1194-1213&rft.date=2011-08-02&rft_id=info%3Adoi%2F10.1108%2F00251741111151217&rft.issn=0025-1747&rft.aulast=Hur&rft.aufirst=Won%E2%80%90Moo&rft.au=Ahn%2C+Kwang%E2%80%90Ho&rft.au=Kim%2C+Minsung&rfr_id=info%3Asid%2Fen.wikipedia.org%3ABrand+loyalty" class="Z3988"></span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><a href="/wiki/American_Marketing_Association" title="American Marketing Association">American Marketing Association</a> <a rel="nofollow" class="external text" href="http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B">Dictionary</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20120611033320/http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B">Archived</a> 2012-06-11 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a>. Retrieved 2011-07-09. The <a href="/wiki/Marketing_Accountability_Standards_Board" title="Marketing Accountability Standards Board">Marketing Accountability Standards Board</a> (MASB) endorses this definition as part of its ongoing <a rel="nofollow" class="external text" href="http://www.themasb.org/common-language-project/">Common Language: Marketing Activities and Metrics Project</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20130212100753/http://www.themasb.org/common-language-project/">Archived</a> 2013-02-12 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a>.</span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text">Wind, Y., <a rel="nofollow" class="external text" href="https://www.jstor.org/stable/3149637">Industrial Source Loyalty</a>, <i>Journal of Marketing Research</i>, Volume 7, No. 4 (November 1970), pp. 450-457</span> </li> <li id="cite_note-Dick_1994-4"><span class="mw-cite-backlink">^ <a href="#cite_ref-Dick_1994_4-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Dick_1994_4-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFDickBasu1994" class="citation journal cs1">Dick, Alan S.; <a href="/wiki/Kunal_Basu" title="Kunal Basu">Basu, Kunal</a> (1994). 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