Brand Loyalty

Brand loyalty is very important to companies. If they are able to get consumers to remain loyal to the brand, it helps further the company's reputation and also ensure for recurring business. Although brand loyalty means similar things for the company, it may mean different things for consumers. Some consumers are so loyal to brands that they can be driven by multiple reasons (Liu, 2013). Consumers can be driven to make repeat purchases based off of favorable attitudes, switching barriers, and sunk costs (Liu, 2013).

When it comes to brand loyalty, there are too many attributes that consumers typically live up to; attitudinal loyalty and habits. Attitudinal loyalty can be described as a loyal commitment to rebuy a preferred product or service (Liu, 2013). Attitudinal loyalty is not easily deterred by social settings, marketing or other influences. Attitudinal loyalty can be seen by a consumer that connects with one brand and not only remains loyal to the brand, but also encourages others to use the brand.

Habitual buying is when a consumer frequently makes a purchase because of the products stability in the consumer's life. A habit can be developed based on time, location or social setting. For instance, a consumer may pick one grocery store over another simply because it is closer on the way home then the others. This doesn't necessarily mean that the consumer values one company over the other, but due to the location, the consumer has a habit of stopping at the closer store, which makes them a repeat consumer for the brand.

Discussion Question

For this week's discussion, give an example of a brand or product that you are loyal to. Which one of the two brand loyalty categories does your relationship with the brand or product fit into; attitudinal loyalty or a habit? Please give specific examples.