Brand Loyalty: Customer's Choice

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Author(s): Niharika Agnihotri (Indus International University, India)
Copyright: 2023
Pages: 6
Source title: Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch010

Keywords: Business Science Reference / Customer Relationship Management / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

Brand loyalty is when a customer chooses a product of a company repeatedly instead of its competitors. It is the positive attitude of the customer towards the brand that creates brand loyalty. Brand loyalty is the commitment from customers to continue purchasing from a company because of their experiences and perceptions of the brand. There are different types of customers who prefer different brands, but the brand loyalty is built by providing a quality product and services for long period of time.

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