Brand Loyalty

Introduction

This paper examines brand loyalty in Fast Moving Consumer Good (FMCG) markets from the consumers' perspective. The central thrust of the marketing activities of a firm is often viewed in terms of development, maintenance, or enhancement of customers' loyalty toward its products or services. Given that the marketplace is increasingly characterized by unpredictability, diminishing product differentiation and heightened competitive pressure, brand loyalty becomes all the more important. Discovering the reasons why loyalty develops is essential, if sound marketing strategies in the pursuit of that loyalty are to be developed. 

There is a large volume of extant literature on brand loyalty, however the investigation of brand loyalty development from the consumers' perspective has been given scant attention. This paper therefore, presents new empirical evidence on the development of brand loyalty in FMCG markets, and draws particular attention to the role of bonds in loyalty development in order to bridge that gap.