2.1 What is Brand Loyalty?
Brand loyalty is the consumers’ decision to repurchase a product of the same brand rather than the brand of a competitor. However, when defining brand loyalty, an important distinction needs to be made between true brand loyalty and spurious brand loyalty. Bloemer and Kasper (1995, p. 313) defines true brand loyalty as “the biased (i.e. non-random) behaviorial response (i.e. purchase) expressed overtime by some decision-making unit with respect to one or more alternative brands out of a set of such brands, which is a function of psychological processes resulting in brand commitment.” While they define spurious brand loyalty as “the biased (i.e. non-random) behavioral response (i.e. purchase) expressed over time by …show more content…
The first being that a true brand loyal customer will insist on repurchasing the brand and the repurchasing of the brand is therefore with a conscious and reflective behaviour caused by brand commitment. A spurious brand loyal consumer might repurchase the brand but is not committed to the brand and the repurchasing happens with no real motive for doing so. In other words, a spurious brand loyal consumer can be easily attracted to another brand that offers a better deal for instance. The reason this type of consumer would stick with the same brand would be due to the comfort and lower risk of buying something familiar as well as the time saved when not making a new decision (Bloemer and Kasper, 1995). The factors that drive brand loyalty are the perceived value of the product, brand trust, and customer satisfaction (He et al., 2012). The consumer chooses the product of a particular brand over other alternatives, because the consumer perceives the product as superior in these factors relative to the alternatives. When the consumer positively evaluates the brand, then the consumer is brand committed and thereby a true brand loyal consumer when he or she buys the product of the particular brand again (Bloemer and Kasper, …show more content…
This is important for Coca Cola for several reasons; one of them being that retailers are increasingly stocking store brands to attract price conscious consumers as an alternative to Coca Cola. In addition, new products constantly enter the market, giving consumers alternatives to already available products. This makes it crucial for Coca Cola to have a defensive strategy to maintain their position in these market conditions by maintaining purchase frequency through brand loyalty (Slater, 2000,
Brand loyalty is the consumers’ decision to repurchase a product of the same brand rather than the brand of a competitor. However, when defining brand loyalty, an important distinction needs to be made between true brand loyalty and spurious brand loyalty. Bloemer and Kasper (1995, p. 313) defines true brand loyalty as “the biased (i.e. non-random) behaviorial response (i.e. purchase) expressed overtime by some decision-making unit with respect to one or more alternative brands out of a set of such brands, which is a function of psychological processes resulting in brand commitment.” While they define spurious brand loyalty as “the biased (i.e. non-random) behavioral response (i.e. purchase) expressed over time by …show more content…
The first being that a true brand loyal customer will insist on repurchasing the brand and the repurchasing of the brand is therefore with a conscious and reflective behaviour caused by brand commitment. A spurious brand loyal consumer might repurchase the brand but is not committed to the brand and the repurchasing happens with no real motive for doing so. In other words, a spurious brand loyal consumer can be easily attracted to another brand that offers a better deal for instance. The reason this type of consumer would stick with the same brand would be due to the comfort and lower risk of buying something familiar as well as the time saved when not making a new decision (Bloemer and Kasper, 1995). The factors that drive brand loyalty are the perceived value of the product, brand trust, and customer satisfaction (He et al., 2012). The consumer chooses the product of a particular brand over other alternatives, because the consumer perceives the product as superior in these factors relative to the alternatives. When the consumer positively evaluates the brand, then the consumer is brand committed and thereby a true brand loyal consumer when he or she buys the product of the particular brand again (Bloemer and Kasper, …show more content…
This is important for Coca Cola for several reasons; one of them being that retailers are increasingly stocking store brands to attract price conscious consumers as an alternative to Coca Cola. In addition, new products constantly enter the market, giving consumers alternatives to already available products. This makes it crucial for Coca Cola to have a defensive strategy to maintain their position in these market conditions by maintaining purchase frequency through brand loyalty (Slater, 2000,