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Aaker (1991)
Management
> Global Marketing Management >
Lectures >
Independent Research >
Aaker > Brand loyalty
Brand loyalty
Brand loyalty varies by degrees.
- No loyalty - the customer is very price-sensitive
- Habit - the customer purchases the same brand out of
habit, but can easily be swayed by competition, as psychological
switching costs are low
- Satisfaction - the customer is happy enough with the
brand, meaning an emotional link with the brand is initiated
- Liking - the customer actively likes the brand and is
less likely to choose competitors' brands, due to the respect and
trust built into the brand
- Commitment - no matter what, the customer will always buy
the brand
A loyal customer repurchases the same brand more, has a high
percentage of frequency of purchase and purchases a low number of
brands.
Brand awareness
Brand associations
Revitalising the brand |
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