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:
“We should always remember that the work of art is invariably the creation of a new world, so that the first thing we should do is to study that new world as closely as possible, approaching it as something brand new, having no obvious connection with the worlds we already know. When this new world has been closely studied, then and only then let us examine its links with other worlds, other branches of knowledge.”
—Vladimir Nabokov (1899–1977)
“As we try to change, we will discover within us a fierce struggle between our loyalty to that battle-scarred victim of his own childhood, our father, and the father we want to be. We must meet our childhood father at close range: get to know him, learn to forgive him, and somehow, go beyond him.”
—Augustus Y. Napier (20th century)