I was reading in a book the other day that there isnt anything really called 'brand loyalty'... It then goes on to explain the above as follows:
Say you are a loyal customer at ..uummmm...Zara, but then another brand say a competitor to Zara comes along offers you the same at a better orice with a better customer service, it is often seen that you (a customer) will tend to switch loyalty. Think about it. Isnt that true? But if you are truly 'loyal' you would never change no matter what.......i mean that goes for friends doesnt it....would you give up a friendship just when you see that there is a better 'friend' out there, you wouldnt. Now thats loyalty in its true meaning..
Well this is what i read...and i thought this indeed is a very interesting thought.
Care to share your views?