The Relationship Between Brand Loyalty Essay Example for Free

The Relationship Between Brand Loyalty EssayEvaluate the relationship between brand loyalty, corporate image, and repeat purchasing. Brand loyalty In marketing, brand loyalty comprises of a consumers commitment to repurchase the brand and can be demonstrated by repeated buying of manufactured goods or serve or other positive conducts such as word of mouth advocacy. True brand loyalty involves that the consumers ar automatic, at least on event, to limit aside their own needs in the interest of the brand. Brand loyalty is more than than simple repurchasing, however. Customers may repurchase a brand due to situational constraints, a lack of viable alternatives, or out of convenience. Such loyalty is referred to as spurious loyalty. True brand loyalty exists when customers let a high relation attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a great asset to the firm customers are leave aloneing to pay higher prices, th ey may cost less to serve, and can bring new customers to the firm.For example, if Joe has brand loyalty to political party A, he will purchase Company As products even if Company Bs are cheaper and/or of a higher quality. An example of a major brand loyalty program that elongate for several years and spread worldwide is Pepsi Stuff. Perhaps the most significant contemporary example of brand loyalty is the fervent devotion of many mackintosh users to the Apple company and its products. From the point of view of many marketers, loyalty to the brand in terms of consumer usage is a key factor. Corporate imageA corporate image refers to how a company is perceived. It is a normally accepted image of what a company stands for. The formation of a corporate image is an employ in the perception management. It is created solely by marketing managers/consultants who use public relations and other forms of promotion to suggest a mental picture to the public. Usually, a corporate image is d esigned to be interesting to the public, so that the company can spark an interest among customers, create share of mind, create brand equity, and gum olibanum make easy product sales.A corporations image is not solely created by the company Other contributors to a companys image could include news media, journalists, hollow unions, environmental organizations, and other NGOs (non-governmental organization). Corporations are not the only form of organization that creates these types of images. Governments, charitable organizations, criminal organizations, religious organizations, political organizations, and educational organizations all tend to have a unique image, an image that is partially purposeful and partially unintended, partially self-created.For example, the corporate image for Serenity Spa Salon, which has an image of a lady, faced up with hair flowing down. This image places the sense of relaxation where a lady can get her face and hair done. The soft colours used giv e an impression a relaxing ambience at the salon. Thus inviting tired women to come here and unwind while their hair and face are macrocosm treated.Only if the experience is a success for the customer will it be turned into repeat purchases. These repeats, not the single purchase which is the focus of most models, are where the vendors focus should be, for these are where the profits are generated. For example, Mrs Lee have tried the PILOT pen before and she thinks it is a comfortable pen to write with. She buys more for her office use which all suppliers are looking forward to. Some suppliers even gives a sample to trial on so that the customer will want to buy from them again as it satisfied them to use it.