Brand Planning : 06 Brand Loyalty The Link between Attitude and Behavior

Much has been written about the importance of brand loyalty as a key determinant of brand choice and brand equity. David Aaker (1991) wrote, 'The brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, . . .there is likely little equity.'

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