Abstract:

Brand loyalty is a familiar behavioural measure but there appears to be no valid, general attitudinal measure to allow us to track the loyalty drivers and the consequences for loyalty of our product and communications testing. We define loyalty as a very high level of preference we call ‘superpreference’ and relate it to other current but little agreed-upon concepts such as brand equity and brand image. Evidence comes from surveys on customer attitudes and loyalty to major domestic appliances in Europe. Programmes to enhance loyalty are discussed in terms of their breadth - consistent application over all customer points of contact - and their depth - building loyalty over time.