-
Trying to pack for the big move.
4 pairs of Jeans.
4 or 5 sweatshirts.
100 tees/sweats/wristbands/hats/boxers/backpacks of past brand loyalties.
What is this phenomena of “brand loyalty” that I (among others) have suddenly stumbled upon? Those who don’t own up to it are “Cut-and-runners”, “seculars”, or worse “ignorant”.
True brand loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand. ~ Oliver, Richard L. (1999), “Whence Customer Loyalty?,” Journal of Marketing, 63 (3), 33-44.
When and how do we learn that it is in their best interest for our desires to go by the wayside…
Filed under: Questions | Tagged: Brand Loyalty
I think about that a lot. More about, when do we know that we should be imposing OUR desires upon the community, rather than maintaining the status quo the adore so much?