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:
“Happiness is always a by-product. It is probably a matter of temperament, and for anything I know it may be glandular. But it is not something that can be demanded from life, and if you are not happy you had better stop worrying about it and see what treasures you can pluck from your own brand of unhappiness.”
—Robertson Davies (b. 1913)
“One perceives that again and again she has destroyed her life when it was forming into shapes of happiness because of her loyalty to the early misery, her conviction that that has the sanction of ultimate reality, and that beside it all other things are trivial.”
—Rebecca West (1892–1983)