A Case For Brand Loyalty 1u6d6l

Group 5 Anirudh Krishnan

13P00 6

Arjun Murthy

13P01 2

Deepak Sasikumar

13P01 9

Robin Bansal

13P03 5

Individual’s level of concentration and engrossment in the brand

Consumerperceived security and reliability in brand interactions and the belief that brand acts in consumers’ best interests

Customer’s level of brand related inspiration and pride

Customer’s level of energy exerted in interacting with a focal brand

Overall evaluation of an offering to date

Valuing an on-going relationship with a specific other party so as to warrant maximum efforts at maintaining it, that is, a desire to maintain the relationship

• Applicable to customers’ direct brand interactions, which occur during first-hand, physical with the brand • A curvilinear, rather than linear, relationship may be observed between customer brand engagement and customer loyalty for particular consumer segment(s) • Experience a level of brand-related inertia • Prevail in utilitarian product categories • Don’t exhibit a particular propensity to customer draining • Tend to act as expected by leaving the organisation • Relatively limited probability of brand-related fatigue

• Highly engaged, relatively loyal customers • More prone to customer fatigue

Highly engaged customers Tend to defect from the organisation nevertheless More likely to continue their custom in the category (i.e. brand switching)