The brand loyalty life cycle: Implications for marketers

Name brands remain fundamental to consumer life in the Western world. Consumers may not be as loyal to one brand as were their ancestors but they are loyal to brands [1]. This paper proposes a brand loyalty cycle and draws implications for marketers. The brand loyalty cycle is thought to comprise five eras of brand loyalty; 1) the birth of brand loyalty, 2) the Golden Era of brand loyalty, 3) latent brand loyalty, 4) the birth of multi-brand...