Brand Loyalty : Comparative Analysis Between Two Brands Surf

Most successful businesses today actively develop loyal customers who buy their brands again and again. After all, getting current customers to buy more is much easier than constantly seeking new customers. Think of three brands that you buy on a regular basis. Why do you stick to these products? How could another company dislodge you?

The research results showed that product quality was not the strongest factor that led to brand loyalty but market inertia and that product quality was more likely to lead

Thus, companies seek to strengthen customer loyalty. Brand loyalty is considered to tilt the consumer to purchase the package / product specific brand (Jacoby and Chestnut, 1978). Later, Oliver (1997) defined loyalty as "a deeply held commitment to REBUY or repatronize preferred product / service consistently in the future, thereby causing repetitive same-brand or same brand set purchasing, despite situational influences and marketing activities, which would result in causing switching behavior "(p. 34). This conceptual definition covers two different aspects of loyalty: the behavioral. This is consistent with an integrated conceptual framework proposed by Dick and Basu (1994), that customer loyalty is regarded as a "power relationship between the relative position of the individual and repeat

From an organisations point of view, especially in the short term, it would seem more appropriate to concentrate on behavioural loyalty because this is reflected in sales behaviour. Such behaviour is easily measured compared to components of attitudinal loyalty and matches key managerial performance indicators. Attitudinal measures may also not reflect consumer’s actions when the consumer is confronted with real choice. However, from a longer term view and especially from a CRM viewpoint, it is also vitally important to measure attitudinal loyalty. Attitudinal loyalty is composed of commitment and trust in the brand and/or organisation which will have impacts on sales both in the short and longer term. This type of loyalty is more likely to be an indicator of the potential longer term relationships that will be possible with given customers. Attitudinal loyalty is also likely to have influence on word of mouth and customer advocacy which may lead to indirect impacts on longer term sales or on costs of servicing

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

7. Consumer loyalty needs to be increased: - The main recommendation is to increase the good relationship with the consumer at all. The reason is that if there is a good relationship between the organisation and the consumer then the benefit will be to the organisation as good relationship sometimes helps to reduce expense on the other factors like huge expense that is done on the advertising of the brand of the organisation. In Asian markets, areas such as relationship building and a ‘benefit-the-country’ attitude are sometimes more important than investing enormous amounts on advertising (LaForet and Chen, 2012).

Throughout the dissection there were many opportunities and weaknesses to uncover. Strong consumer loyalty is an important strength that can help increase word-of-mouth of the brand. Many people look for information for new brands online through websites, reviews,

Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.

Sorce, P. (2002). Relationship marketing: A research monograph of the printing industry center at RIT. New York, USA: Rochester Institute of Technology

Al, 1992). Also, it creates a concrete base of consumers with high brand loyalty to sustain the brand’s expected product’s life. Moreover, Brand loyalty can be measured in several different ways but the most main categories are through consumers; attitude loyalty and purchase evaluation of the product (Chaudhuri et al, 2001). Consumers’ Attitude is when consumers have a favorable likelihood to purchase a product toward a brand and the company. Therefore, attitude can increase of brand loyalty which helps the brand compete against its respective

The diversity of products and high requirement from customers, the company has to define their position in marketplace to attract and satisfy the customer. A study of relationship between Brand Association, Brand Awareness, Perceived Quality, Brand Loyalty and Brand Equity towards Apple . Therefore, the research focuses on the brand equity toward Apple and seeks for the answer to the following research question:

Since brand loyalty constitute of attitudes and behavior to settle on a brand. Attribution theory looks into illustrating the driving force behind decision making. For a brand loyalist to be, multiple mental deductions must be undertaken to get to the most sequentially logical conclusion based on situation at hand.

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.

influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in

Brand loyalty is important for several reasons. First, it reduces the cost of production because the sales volume is higher. Second, companies with brand-loyal customers don't have to spend as much money on marketing the product, which will permit the company to either retain more earnings or to invest resources elsewhere. Third, companies may use premium pricing that will increase profit margins. Finally, loyal customers tend to recommend products that they like.