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How to Sustain Customer Loyalty towards Brands - Essay Example
Pages 71 (17821 words)
The purpose of the study is to substantially measure the underlying elements that accounts for customer loyalty in operational terms and give recommendation to marketing managers to aid them in increasing and retaining the customer base by increasing the loyalty towards their brand. …
The researcher states that brand loyalty is the final objective a company sets for a branded merchandise. The importance of brand loyalty cannot be underestimated due to the fact that as brand loyalty increases, the vulnerability to the competitive actions is reduced which is very important in the cut-throat competitive era of today. The customer’s adherence to a particular brand increases the market value of the brand and helps the organization to have a competitive edge over the rivals. The brand loyalty also provides confidence among the organizations to launch a new product and to get involved in new ventures as they feel that the loyal customers will definitely go for the new products. This also helps the organization with the process of the expansion. Brand loyalty is basically a consumer’s preference and priority to opt for a particular brand in a product category. The reason behind this preference can be the perception of provision of the right product features and high level of quality at the right price. Additionally the brand loyalty can also have its basis in the emotional attachment of the user with the brand. The preference can be built upon an association with the brand symbol. Aaker defined Brand loyalty as “the attachment that a customer has to a brand”. It can also be seen as consumer’s preference to purchase a particular brand in a product class and this could be as a result of the consumer awareness about that particular brand. ...
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