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Home→The Westburn Dictionary of Marketing→B→brand loyalty

brand loyalty

Definition:
For any one BRAND, the extent to which users of that brand re-purchase it, and, in any one market, the extent of loyalty that obtains across the spread of brands. Certain markets have relatively high levels of brand loyalty, for example after-shave lotion, while others have notoriously low levels of loyalty, for example petrol. Brand loyalty may be measured by a CONSUMER PANEL, and it is often claimed to represent the power of the BRAND IMAGE. It has been argued by Ehrenberg that in practice the proportion of 'solus' or loyal buyers is usually a simple function of brand share. It is generally considered that brand loyalty in a market is reduced by price and promotional competition.

Cross-References:
[brand image] [consumer panel] [brand]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau and J. A. Bound], [1998].