True Brand Loyalty

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

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.

Brand loyalty is “when a consumer display a steadfast allegiance to a brand by repeatedly purchasing is”. (Text Book pg. 316) Every industry in the world benefits from brand loyalty because without consumers there is no industry. It is tremendously important for Aline Polo to identify areas in its brand that can improve and create loyalty with their consumer. The changes can be simple with little cost to the company. For example, a change in the current return policy from 20 days to 30 days can create peace of mine with the consumer. Comscore.com is a global media measurement and analytics company states; “consumer now expect free returns with 82% respondents saying they would complete the purchase if they could return the item to a store or have free return shipping, and 66% said they view a retailer’s return policy before making a purchase”. Aline Polo is a website based company with no physical store location. Frist time customer can be hesitant in purchasing product because they cannot physically touch the marital and become even more hesitant because of the return policy. When a company is attempting to create brand loyalty with consumer they must be aware and sensitive to their consumers' concerns. By adapting key aspect in the company that eases their consumers concerns they are able to make a relationship with the company and consumers who are brand-loyal typically exhibit less sensitivity to

The definition of Brand Loyalty is when consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behavior and is affected by a persons preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Companies will often use different marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples and free gifts). (Investopedia)

Customers will remain loyal based on the innovation and quality of the product. The distribution and advertising of the brand was also further investigated as well as consumer confidence.

Brands - we see them everywhere. Nowadays advertisement has become so common, that it is normal for us to see promotions all around from the moment we get up from bed and up until we go to sleep. We do like some of those advertised brands, and in order buy their production and stay loyal to them. However, some of them we do not and just try to ignore their output. Nevertheless, is it possible to influence people through loyalty programs and why do people choose to stay loyal in the first place? Some believe that companies want to make their customers happy and money is not the main goal for them, but I reckon that it is profitable for companies to have loyal and dependents consumers and it is the main reason of why now we have loyalty programs in our society.

We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project.

Many consumers continue to buy products from the same brands that they have been with over the other alternatives because they have built a trust toward the companies. Since the products have met customers’ standards, they usually rate the brands positively, feel comfortable buying from those brands and recommend them to other people. Companies want to build that relationship with their consumers because loyalty raise the companies’ reputation and bring them more customers.

Understanding consumer behaviour has taken the attention of researchers and companies due to their relevance for business success (Jones et al 2000). How is consumer satisfaction related with their loyalty has been likely the most important issue in consumer behaviour for ensure a long-term success in a marketing strategy (Pappu et al 2006). The literature and researchers suggest that there is a strong relation between product satisfaction and brand loyalty, but always highlighting their relation as a unidirectional relationship. In other words, product or service satisfaction has a direct relationship with loyalty, but loyalty has not a significant dependency with satisfaction (Oslen 2005). In other words, brands can have satisfied

In this part, general concepts, such as: brand functions, brand identification, and branding models are presented to give the background for further theories of power brand and consumer loyalty which are introduced in later parts.

This study attempts to examine the impact of customer service (retail service quality and product quality) on brand loyalty. It focuses on the particular aspects of customer service: personal interaction, policy, reliability, and problem solving. Data will be collected through an in-person survey and an on-line survey immediately following the purchase or visit to the store or website. Another survey will be administered shortly after the customer obtains the product and has a chance to experience it. By contributing to the overall knowledge of customer service and brand loyalty, this research adds significant, valuable information on marketing to customers in

The concept of Brand loyalty is defined in terms of 6 necessary and sufficient conditions. These conditions are as follows: -

A similar research Loyalty in Retail: A strategic success or a management failure states that successful loyalty programs do not exist in vacuum. The loyalty cards provided by the retailers are compared to the hammer. Just as a hammer does not build a house, a loyalty card does not build customer loyalty. Customer loyalty has been used as a strategic approach in increasing customer value and thus providing a good customer experience but it doesn’t work alone. A brand value has to be created in which involvement of the staff, quality of the products, knowledge about the customers etc. are required.

After customer buying a certain product, it will have a certain degree of effect on brand loyalty from the customer point of view. (Spreng, MacKenzie, and Olshavsky,1996). Kotler (2001) defined satisfaction as a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance, in relation to his or her

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as