A discussion of brand loyalty approaches and their applicability for different markets.

The concept of loyalty to be considered should be dependent on both market and situations. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. In behavioral terms, brand loyalty is simply a customer¡¯s consistent repurchasing of a brand. Every time a customer repurchases a product(shampoo, cologne, wine, jeans, shoes, frozen pizza, motor oil, automotive tools, computers, mail delivery …

…loyalty levels. However where the market is not stable, there is propensity towards sole brands and there is high involvement and risk, then attitudinal measures may be better predictors of future behavior. Attitudinal loyalty measures may be better predictors of future behavioral loyalty, and hence market share, levels. Differences are likely to exist because of differences in purchasing and the drivers of loyalty in the different market types and this needs to be empirically examined.