The American Marketing Association defines brand loyalty as:
- "The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category" (sales promotion definition).
- "The degree to which a consumer consistently purchases the same brand within a product class" (consumer behavior definition).
In a survey of nearly 200 senior marketing managers, 69 percent responded that they found the "loyalty" metric very useful.
Read more about Brand Loyalty: Purpose, Construction, Cautions
Famous quotes containing the words brand and/or loyalty:
“Don’t waste time trying to break a man’s heart; be satisfied if you can just manage to chip it in a brand new place.”
—Helen Rowland (1875–1950)
“There should be a sympathy with freedom, a desire to give it scope, founded not upon visionary ideas, but upon the long experience of many generations within the shores of this happy isle, that in freedom you lay the firmest foundations both of loyalty and order.”
—W.E. (William Ewart)