Brand Loyalty

Knowledge Center

Summary, forum, best practices, expert tips and information sources.


What is Brand Loyalty? Meaning.

Brand Loyalty (BL) is the situation when a consumer is reluctant to switch from buying and consuming the product from the brand he knows and trusts. It is part of a firm's Relational Capital.

It consists of a consumer's commitment or preference to repurchase the brand and can be demonstrated by repeated buying of the product or service or other positive behaviors such as word of mouth advocacy. It is more than simple repurchasing behavior, since customers may repurchase a brand also due to:

  • Situational constraints.

  • A lack of viable alternatives.

  • Out of convenience.

Such loyalty is then referred to as "Spurious Loyalty".

Factors Leading to Brand Loyalty


Studies have been conducted how BL is created or what factors determine BL. The most common mentioned antecedents to BL are the following:

  1. Satisfaction (brand reputation): BL is often seen as a way for consumer to show that they are satisfied with certain goods and services.

  2. Perceived Quality: This is the perception that customers have about the ability of certain goods to satisfy their needs and wants. In other words, it is about a customer’s perception about the quality a certain product has with regard to its intended purpose. Perceived quality is a factor often seen as indirectly affecting BL through overall satisfaction.

  3. Brand Trust: Although the relationship between brand trust and BL is difficult to analyze because brand trust measurements are lacking, several studies have found that brand trust creates positive attitudes towards brands which in turn causes increased commitment and BL. Furthermore, brand trust might also lead to an increased desire to create a long-term relation with a brand.

3 reasons why Brand Loyalty is important:

  1. Higher sales volume. Through reducing customer loss.

  2. Premium pricing ability. As loyal consumers are less sensitive to price changes, generally, they are willing to pay more for their preferred brand.

  3. Lower costs for advertising, marketing and distribution. Brand loyalists are willing to search for their favorite brand and are less sensitive to competitive promotions.

Brand Switching can be defined as the process of moving loyalty from one brand of a certain type of product/service to another brand by the customer, due to dissatisfaction, inconvenience, or other problems.

Source: Delgado-Ballester, E. And J.L. Munuera-Alemán (2001) “Brand trust in the context of consumer loyalty” European Journal of Marketing Vol. 35 Iss. 11/12 pp 1238-1258.

Brand Loyalty Special Interest Group

Special Interest Group (119 members)

Forum about Brand Loyalty  

The most recent topics about: Brand Loyalty.

Brand Loyalty versus Brand Commitment
Hi. Can anyone help me in differentiating brand loyalty from brand commitment? Thanks for your ideas and help. (...)
Is there Brand Loyalty in Banking?
In my countryside (Binh Duong province, Vietnam) we have 55 banks at branch level and 150 at subbranche level that means (...)
🔥 NEW Reasons for Brand Switching
I will like to known some of the factors that will let a customer switch between brands, for example from one mobile pho (...)
Best Practices about Brand Loyalty

Here you will find the most valuable ideas and practical suggestions.

🥇 Relationship Between Brand Loyality and Brand Equity
Are the terms "brand loyality" and "brand equity" different terms for the same thing? (...)
🥈 Multi-brand Loyalty Concept
What is meant with Multi-brand Loyalty? Thanks for your help... (...)
🥉 Brand Loyalty Questionare
Hi, I need a questionaire on brand loyalty. Who can contribute one. Please react.. (...)
Dimensions of Measuring Brand Loyalty
Companies use different marketing strategies to cultivate , through or trials and . In most cases you can measure br (...)
How to Collaborate with Already Existing Brands
Hi, I need some inputs about approaching the established brands in different fields. I want to know about the collaborat (...)
Relationship Between Brand Loyalty and Brand Trust
Hi, I need to know about the impact of brand trust to brand loyalty. Who can share some info / ideas... Thanks! (...)
Customer Versus Brand Loyalty?
Hi to all. Can anyone help me in differentiating brand loyalty and customer loyalty? They are given as separate topics s (...)
Expert Tips about Brand Loyalty

Here you will find professional advices by experts.

The Relationship Between Loyalty and Satisfaction

Customer Loyalty, Brand Loyalty, Customer Satisfaction, CRM (...)

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition (...)

Brand Engagement of Consumers in the Digital Age

Branding, Brand Management, Marketing, Advertising (...)

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization (...)
Information Sources about Brand Loyalty

Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.

Brand Stretching and Extension

Brand Management, Brand Identity, Global Brand, Meta Brand (...)

Martin's Trust Model: The Trust Matrix

Trust, Corporate Reputation, Corporate Branding, Corporate Image (...)

The Internet / Social Media Revolution

Social Media, Internet Strategy, Internet Impact, Digital Revolution (...)

Customer Loyalty: Retaining Customers And Solving Customer Complaints

Customer Loyalty, Customer Retention, Brand Loyalty (...)

Introduction to Managing Brands

Brand Management, Brand Loyalty, Brand Equity (...)

How Sponsoring Enhances and Supports other Marketing Elements

Initial Understanding of the Added Value of Sponsoring (...)

Understand the Basics Behind Sport Sponsoring

Initial Understanding of Sport Sponsoring (...)

Jennifer Aaker on Branding

Jennifer Aaker on Branding (...)

Customer Value, Satisfaction and Loyalty

Customer Retention, Consumer Managment (...)

A Consumer Perspective of Cause Related Marketing

Initial Understanding of Cause Marketing (...)

Compare also: Brand Personality  |  Brand Identity Prism  |  Unbranding  |  Unaided Recall  |  Brand Recognition  |  Nielsen Ratings  |  Relationship Marketing  |  Customer Relationship Management  |  Ambient Advertising

Special Interest Group Leader

Are you an expert in Brand Loyalty? Sign up for free

Link to this knowledge center

Copy this code to your web site:


Return to Management Hub: Marketing  |  Strategy

More on Management  |  Return to Management Dictionary  | 


This ends our Brand Loyalty summary and forum.

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2020 12manage - The Executive Fast Track. V15.6 - Last updated: 30-9-2020. All names ™ of their owners.