Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Brand Loyalty and Customer Loyalty are two concepts that have been delved into by researchers as they are two very important dimensions in marketing. Brand Loyalty is a biased behavioral response expressed over a period of time. It implies a consistent repurchase pattern of the brand as a result of positive affection towards the brand Mellens, DeKimpe and Steenkamp,
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Marketing stimulation which is linked to marketing mix Price, Place, Product, and Promotion. Other stimulation for example, economics, technology, law and political, cultural etc. As mentioned previously, one can use a product, not based on its function but based on the value it gives them as a consumer. People consume products in order to become who they aspire to be. Marketers utilise this in their campaigns by portraying some sort of ideal realm in the hope that the consumer will buy into it. Consumers have multiple different personalities.
NIS Clock. Nis Time Nis Time. Tuesday, 20 May Literature review on factors influencing Brand preference. Bibin Thomas.
Over time, businesses have recognised that brand loyalty plays a key role in sustaining steady demand and sales flows over time Aaker, In fact, Gralpois, , as cited by Lodorfos, Mulvana and Temperley, , labels brand loyalty as a fundamental asset of any business. Findings by Keiningham et al.