Ruptured Loyalties

Chezy Ofir and Robert J Thomas

Chapter 3 in Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity, 2023, pp 39-57 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Loyalty is a powerful concept. Being loyal is an act of giving. “Loyal” is defined as “giving or showing firm and constant support or allegiance to a person or institution.” When business and marketing people talk about “brand” loyalty, they are typically talking about a customer’s loyalty to their brand. Unfortunately, when talking about brand loyalty, very few business and marketing people talk about their loyalty to the customer. What does an organization give in the way of support and allegiance to show it too is loyal to its customers? Do so-called “loyalty programs” meet the test of showing firm and constant support to customers? Loyalty exists within the customer and within the brand provider. How they define their mutual relationships with each other can make or break a brand…

Keywords: Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media; Value Proposition (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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