- Observational and experimental evidence shows that brand loyalty exists – perhaps more as affinity than brand love – and that penetration and loyalty work together to grow great brands.
- Different categories have different, measurable drivers of brand loyalty, but the dominant three drivers across most categories are functional, financial, and service.
- The rules of loyalty are changing as customer expectations of brand behaviour and purpose evolve – authenticity, community, and transparency are increasingly important drivers of brand loyalty, particularly among millennials.
- As online commerce continues to evolve, it will be important to consider effects on brand loyalty...
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