True Brand Loyalty :: essays research papers

IntroductionA companys main question in relation to selling their products or services use do be,,How do I get people to buy my product? Nowadays companies palliate greatly appreciate the answer to this question but they go through also realized that getting customers is not the only thing they need to do. In nowadayss rapidly moving world consumers dont stick with products for life. Advertisements and an increased feeling of independence have created consumers that result switch injurys or products as soon as the feel the need to do so. What companys look for in this consumer environment is creating a so-called brand loyalty. This paper forget explore the ways companies go about in creating this brand loyalty and it will investigate the circumstances and effects that come with it. It will start of by thoroughly explaining what brand loyalty exactly is. After that an overview of key success factors stimulating brand loyalty will be given and we will have a look at how these fa ctors are influenced by different conditions. Examples will be provided. The relationships between brand loyalty and brand commitment and satisfaction will be explored. Finally a conclusion will be reached on how important brand loyalty is to companies and for what reasons.What is Brand Loyalty?Before one foundation give a definition of brand loyalty one first has to make the distinction between repeat purchasing behavior and brand loyalty. assume purchasing behavior is the actual rebuying of a brand. So the behavioral aspect of this action. Brand loyalty also includes that behaviors antecedents. This means the reason or fact occurring before the behavior. When talking about brand loyalty we can yet again make a distinction between two types On the one hand we have spurious brand loyalty and on the other true brand loyalty. The former was defined by Bloemer and Kasper as the (1) one-sided (2) behavioral response (3) expressed over time (4) by some decision-making unit (5) with re spect to one or more alternative brands out of a set of such brand, (6) which is a function of inertia. The key word here is inertia meaning without commitment towards the brand. Their definition the latter, and the most important one in this paper, is exactly the same on the first five points but differs for the sixth adding is a function of psychological (decision making, evaluative) processes resulting in brand commitment. In this definition brand commitment is the key word.