Brand Loyalty

7 Pages 1760 Words

expressed over time (4) by some decision-making unit (5) with respect 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.
In laymen’s words true brand loyalty refers to consumers sticking with a brand out of feelings of commitment towards that brand. For instance, when you bought a tube of Prodent toothpaste and you found it ok, you will not have to spend any valuable time on looking for other toothpaste brands, because you are already familiar with it. However, for a more brand-loyalty-sensitive product class like beer, the probability that a consumer will stick to one brand (like Grolsch Beer) is much higher.
In the next paragraph we will now look at the relation between brand commitment and brand loyalty.
Brand commitment
Brand loyalty is based on the amount of brand commitment. The amount of commitment is not fixed, but can be considered as a continuum. The amount of commitment is based on the type of bra...