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The brand loyalty cycle: implications for marketers

Bennett, Rebekah & Rundle-Thiele, Sharyn (2005) The brand loyalty cycle: implications for marketers. Journal of Brand Management, 12(4).

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Abstract

Name brands remain fundamental to consumer life in the Western world. Consumers may not be as loyal to one brand as were their ancestors but they are loyal to brands [1]. This paper proposes a brand loyalty cycle and draws implications for marketers. The brand loyalty cycle is thought to comprise five eras of brand loyalty; 1) the birth of brand loyalty, 2) the Golden Era of brand loyalty, 3) latent brand loyalty, 4) the birth of multi-brand loyalty and the final era of 5) declining loyalty. This paper recommends that brand managers may need to update their understanding of the nature and role of brand loyalty. In the current era marketers must offer differentiated products whose brand meaning resonates with consumers to achieve brand loyalty.

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ID Code: 10632
Item Type: Journal Article
Additional Information: For more information, please refer to the journal’s website (see hypertext link) or contact the author.
Keywords: Rebekah Russell-Bennett
DOI: 10.1057/palgrave.bm.2540221
ISSN: 1479-1803
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 Palgrave Macmillan
Deposited On: 09 Nov 2007
Last Modified: 29 Feb 2012 23:25

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