The Psychology and Physiology of Brand Loyalty; an emerging perspective

While it is easy to term brand loyalty as a repeat purchase, behavioral literature offers several explanations (there are articles that question the very concept of brand loyalty). In simple terms brand loyalty is born out of the commitment of the consumer and that results in repeat purchases. In the recent times, there are studies in the consumer behavior literature, that indicate that brand loyalty is habitual and the mind’s automaticity takes over the repeat function. Automaticity ensures tha
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