About the author: (Sancharan Roy has completed B.E. from Jadavpur University, with a specialization in Electronics & Tele-communication Engineering. He has completed MBA from NIT (National Institute of Technology), Trichy.)
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The central thrust of the marketing activities of a firm is often viewed in terms of development, maintenance, or enhancement of customers’ loyalty toward its products or services.
According to Aaker (1991) brand loyalty reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or product features.
Recent years have shown a growing interest in brand loyalty. The globalization of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved through optimized product, price, and qualities. Loyal customers are reported to have higher customer retention rates, commit a higher share of their category spending to the firm, and are more likely to recommend others to become customers of the firm.
Traditionally, marketing activities have focused on success in the product marketplace by examining the physical aspects of products and services such as quantity, quality, functionality, availability, accessibility, delivery, price, and customer support. More recently, marketing managers have shifted their emphasis to creating value for their customers . So there are very limited researches for brand value affect brand loyalty.
The dominant conclusion arising from this study is that brand loyalty exists in health and beauty category for both cognitive and emotional reasons. Essentially this research determined that the development of brand loyalty is predicted on the development of customer-brand bonds. Exploring brand loyalty in this way should assist in the analysis of and understanding of brand loyalty in health and beauty category and should consequently result in the development of effective marketing strategies designed to build brand loyalty.
