 Persistent Preferences in Market Place Choices: Brand Loyalty, Choice Inertia, and Something in BetweenA. V. Muthukrishnan Foundations and Trends(R) in Marketing, 2015, vol. 9, issue 1, 1-82 Abstract: An important marketing objective by which a firm obtains sustainable competitive advantage is to create and harness customer loyalty for its brands. A high degree of consumer loyalty is probably the greatest asset marketers can possess. While there are several reasons for being loyal to a brand, I believe that in the past two decades undue emphasis has been given to the person–brand relationship and related constructs such as self-brand connections and commitment based on emotional attachment. In this review, I have highlighted other major reasons behind loyalty. I use a milder term — persistent preference — to highlight that a major subset of repeat purchase behavior is not characterized by a high degree of emotional content. Nonetheless, for many forms of challenges by competitors, this subset may show more or less the same consequences that are normally attributed to loyalty with heavy emotional content. I review classic and more recent research on brand loyalty and attitudinal resistance, and research on persistence from a behavioral decision theory perspective. Based on this review, I identify four types of persistent preferences and describe their characteristics. Keywords: Customer loyalty; Brand loyalty; Behavioural decision theory; Attitude; Emotions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:now:fntmkt:1700000040 Access Statistics for this article More articles in Foundations and Trends(R) in Marketing from now publishers |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.