BRAND LOYALTY. 3. BRAND LOYALTY. Brand Loyalty. Table o

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Running Head: BRAND LOYALTYBrand Loyalty
1BRAND LOYALTYTable of ContentsBrand Loyalty..................................................................................................................................0Introduction......................................................................................................................................2Research Methodology....................................................................................................................2Ranking In Descending Order And Rationale Behind It.................................................................3Conclusion.......................................................................................................................................4References........................................................................................................................................6
2BRAND LOYALTYIntroductionIn this paper (MacInnis, et al., 2014)we have to go through the case for brand loyalty, and wehave to rank seven informants discussed in the case in descending order from our understandingof the term brand loyalty. We need to explain the rationale behind the same.First, let us get to know what does brand loyalty mean? Brand loyalty means consumers stick tobuying products from brands from which they are buying over the years irrespective of price andconvenience issue. It may be due to that product which consumers are buying from theirrespective brands are of high quality, and they keep on improving quality from time to time andbring differences in their product packaging, etc. so customers remain satisfied and through wordof mouth they help companies in getting new customers while ensuring repeat purchases fromexisting customers.Research MethodologyIn this paper, we will examine the brand loyalty of seven coffee consuming informants. For thepurpose of study mainly two components have been taken into consideration one is theattitudinal component which specifies the liking for a specific brand and other is the behavioralcomponent which shows the percentage times a specific brand has been consumed. Data wascollected using the in-depth interview.
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