How to Sustain Customer Loyalty towards Brands

The competitive era has warned every company. They know very well that customers are often very unpleasant. Since the company is aware that customer loyalty is important, they are more focused on maintaining customers (Hill & Alexander, 1996), attention to customer loyalty and loyalty has increased It is. According to Kumar and Shah (2004), brand loyalty is one of the researchers' most widely researched marketing concepts, which is also the most practiced marketing activity by practitioners.

Brand loyalty is an emotional customer of the brand (Aaker, 1991). Oliver (1997) defines brand loyalty as customers continue to purchase brands in the future, and various marketing promotions may also affect customer's conversion behavior. It highlights the two aspects of the concept: behavior and attitudes. Behavioral brand loyalty includes a consistent purchase of the brand and attitude brand loyalty includes a level of distinctive commitment of brand differentiation. If customers have high confidence in the brand linked by brand loyalty and attitude, the brand can gain greater market share and price tolerance (Chaudhuri & Holbrook, 2001)

Bloomer and Kasper (1995) examined the relationship between brand loyalty and customer satisfaction. In their royalty definition, repeat purchases are also different from royalties and brands. Regardless of customer commitment, customer loyalty will not be considered for repeated purchases. The concept of loyalty is further divided into false allegiance and loyalty. With true loyalty the concept of customer's commitment to the brand is taken into account and in this true loyalty the customer is buying back and he is not easily convinced by the competitors. At the same time as false loyalty, purchasers may not have attachment to brands, and they are easily convinced by brand competitors.

Brand loyalty is more than simply repeat purchase. Customers may purchase brands due to the necessity of products offered by the brand, but there is fake royalty here because there is no brand you want. If the customer is taking a high attitude towards the brand, perfect brand loyalty will occur and prompt re-purchase to see if other products are cheap. Companies think that they are willing to pay higher prices and companies can take other customers to the company throughout the word, so companies need this loyalty. For example, if Lara has brand loyalty against Company X, she will purchase X products even if Company Y is cheaper or higher quality.