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:
“To a maiden true he’ll give his hand,
Hey lillie, ho lillie lallie,
To the king’s daughter o’ fair England,
To a prize that was won by a slain brother’s brand,
I’ the brave nights so early.”
—Unknown. Earl Brand (l. 67–71)
“Mine honesty and I begin to square.
The loyalty well held to fools does make
Our faith mere folly; yet he that can endure
To follow with allegiance a fall’n lord
Does conquer him that did his master conquer
And earns a place i’ the story.”
—William Shakespeare (1564–1616)