badgermat
Club Champion
I do agree, you can be loyal to a service provider but its hard to be loyal to a single purchase. The brand doesnt know who you are unless you have some kind of contract with them beyond their obligations for refund/replace.
Haha ... no, brands don't know customers. Even if they pretend to. But many highly-committed relationships are one-sided
I suspect "loyalty" in this context just means "preference for". Almost everyone has a preference for some brands over others. Even if it's expressed negatively (ie, "I'd never touch [brand x]"). That preference can be very strong in their purchase decisions.
Funny thing is, most people will insist that every decision they make is wholly rational. When research suggests quite strongly that it isn't, and that they use post-rationalisation as a tool to justify emotional decisions.
This is most strongly evident in the overwhelming number of research respondents who are quite adamant that price plays a major part in their purchase decisions ... when they have, in fact, chosen options that are more expensive (for the same or substantially similar product).
bm