The complexity of brands and branding 12

The complexity of brands and branding 12 - Brand Insistence...

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Brand Insistence The stage of brand loyalty where the buyer will accept no alternative and will search extensively for the required brand. See Brand Preference ; Brand Recognition . (From:http://www.babylon.com/definition/Brand_Insistence/English) 11. Loyalty Brand loyalty From Wikipedia, the free encyclopedia Brand loyalty, in marketing, consists of a consumer 's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. [1] Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints (such as vendor lock-in ), a lack of viable alternatives, or out of convenience. [2] Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. [1] This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they
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This note was uploaded on 03/09/2012 for the course ADV 843 taught by Professor Dr.keithadler during the Spring '11 term at Michigan State University.

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The complexity of brands and branding 12 - Brand Insistence...

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