Brand loyalty

Consumers’ consistent preference and/or purchase of the same brand in a specific product or service category. Brand loyalty consists of both attitudes and actual behaviour towards a brand and that both must be measured. Marketers strive to develop and maintain brand loyalty among consumers. They use reminder advertising to keep their brand names in front of consumers, maintain shelf position and displays in stores, and run periodic promotions to deter consumers from switching brands. Therefore, it is difficult and expensive to create brand loyalty.