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brand loyalty

   Also found in: Wikipedia 0.03 sec.

brand loyalty

Attachment of the consumer to a particular brand even when that brand is more expensive than competing brands. Brand loyalty is the target of all marketers. It is the product of a psychological contract between the brand and the consumer. The brand can breach this psychological contract, and lose the loyalty of its consumers, if it moves in a direction that is out of character with its brand identity, betrays its brand values, or extends itself too far.
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