Brand loyalty is one of the key concepts of marketing discipline, which is in practical and scientific attention for more than 75 years. The era of relationship marketing, with its emphasis on keeping customers for life, instilled a greater interest in the concept, precipitating an unprecedented increase in the frequency of the program, designed to secure customer loyalty over time. Despite this rich history, many questions remain on how to define, measure, and value of brand loyalty. Some argue that brand loyalty is reduced and that the consumer today's world, the use of multi-brand - no brand loyalty - there is a norm. Others believe that the concept of loyalty in itself is not outdated or obsolete and that new theoretical and methodological perspectives are required, which can revive what has become a theory of inspiration, too simplistic and conceptually limiting ideas. This case seeks to inform the latter point of view, by encouraging students to "see" brand loyalty in terms of consumers who live it. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Susan Fournier Source: Harvard Business School 24 pages. Publication Date: June 15, 1998. Prod. #: 598023-PDF-ENG
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