Brand Loyalty


Companies will often use different marketing strategies, such as reward programmes, to cultivate loyal customers. The concept reviews the notion of brand loyalty and its importance for organisations.

Technique Overview

Brand Loyalty

Brand Loyalty Definition

Brand loyalty can be defined as the extent of consumer faithfulness towards a specific brand and this faithfulness is expressed through repeat purchases and other positive behaviours such as word of mouth advocacy, irrespective of the marketing pressures generated by the other competing brands (Kotler & Keller, 2006; Kotler, et al., 2008). Brand loyalty may exist when a consumer is unwilling to switch from a brand that he or she is familiar with.

Brand Loyalty Description *

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Business Evidence

Brand Loyalty Strengths *

Brand Loyalty Weaknesses *

Examples of Brand Loyalty *

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Business Application

Brand Loyalty Implementation *

Success Factors of Brand Loyalty *

Measures of Brand Loyalty *

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Professional Tools

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Further Reading

Brand Loyalty Web Resources *

Brand Loyalty Print Resources *

Brand Loyalty References (4 of up to 20) *

  • Bennett, R. and Rundle-Thiele, S. (2005) 'The Brand Loyalty Life Cycle: Implications for Marketers', Journal of Brand Management, Vol. 12, pp. 250– 263
  • Bouchenoire, J.L. (2005) In Pursuit of Brand Loyalty. [Online], available at: www.brandchannel.com/brand_speak.asp?bs_id=108.
  • Brassington, F. and Pettitt, S. (2003) Principles of Marketing. 3rd Ed., Prentice Hall, UK.
  • Casalo, L. Flavia´n, C. and Guinalı´u, M. (2007) 'The Impact of Participation in Virtual Brand Communities on Consumer Trust and Loyalty: The Case of Free Software' Online Information Review, Vol. 31, pp. 775– 792.

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