Brand Loyalty

Introduction

Ultimately, marketing professionals attempt to achieve brand loyalty for their products. Depending on the degree of involvement in a purchasing decision, consumers may compare products and brands or become loyal to certain brands based on their personal experience with the brand. Sometimes buyers may engage in "heuristics", or mind scripts, wherein a consumer will consider only a single brand when making a purchase. This is an ideal situation for the marketer when one considers the lifetime purchase possibilities of a brand. This scholarly article illustrates that cognitive and emotional factors are involved in the brand loyalty of consumers in consumer goods markets.

This paper examines the concept of brand loyalty in Fast Moving Consumer Good (FMCG) markets. The primary objective of the study was to explore why loyalty develops in FMCG markets from the consumers' perspective. In addition, this study explored the consumers' perspective on the types of bonds that exist in FMCG markets and the role of bonds in the development of brand loyalty.

The dominant conclusion arising from this study is that brand loyalty exists in FMCG markets for both cognitive and emotional reasons. Essentially this research determined that the development of brand loyalty is predicated on the development of customer-brand bonds. This research concludes that the challenge for marketers is to develop and nurture the bonds that lead to and that can strengthen brand loyalty. The research also concludes that brand loyalty studies in the future should focus on both cognitive and emotional reasons for brand loyalty and the role of bonds therein. Exploring brand loyalty in this way should assist in the analysis of and understanding of brand loyalty in FMCG markets and should consequently result in the development of effective marketing strategies designed to build brand loyalty.

There is a large volume of extant literature on brand loyalty, however the investigation of brand loyalty development from the consumers' perspective has been given scant attention. This paper therefore, presents new empirical evidence on the development of brand loyalty in FMCG markets, and draws particular attention to the role of bonds in loyalty development in order to bridge that gap.

Source: Rose Leahy, https://sword.cit.ie/cgi/viewcontent.cgi?article=1002&context=dptmibart
This work is licensed under a Creative Commons Attribution 4.0 License.

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