Importance of brand loyalty has several reasons, mainly loyal customers tend to talk about and promote products that they enjoy and love, and from a company’s perspective, it lowers the price of production because sales volume is higher and business with brand-loyal customers don 't have to invest lots of money on advertising the product, which will allow the business to either retain more earnings or to invest resources elsewhere (Kotler, 2008).
Loyalty is also divided in two: rational loyalty and emotional loyalty. Rational Loyalty refers to cognitive and functional status of a brand, and it’s about how consumers choose a certain product based on rational thinking; and emotional loyalty is about consumer’s involvement, a psychological engagement …show more content…
(Davey, 2014) As neurologist Donald Calne said: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” When a person is emotional about something, he has the urge to do something, the heart rules the head in decision-making and if a brand can connect emotional a person to his products, the consumers will be loyal beyond any reason because he have a deep and strong connection which exceed the rational barrier. (Roberts, 2006) For example if a person wants to buy a house, for example, he is making his background research about mortgage, where to find the best deal, where is the best neighbourhood and which is the best criteria to choose a house, all the rational and logical things that someone can think about when it’s came to buy a house. In the end this person buys a house in the middle of nowhere, and he has do drive one hour to his job, he has to do in-house repairs for the next twenty years or so but he adores it, and here’s comes the marketers with the question “why?”. Kevin Roberts (2006) comes with a potential answer and explains that people are emotional human beings responding much faster and better if they are linked on a mental level, if the rational interfer, people tend to get more and more questions with no aswers like “why should I buy it?”, or “do I need it? “ but when a consumer feels emotional about something he has to do something, he needs to have it now. Emotion lead to actions, reason leads to questions. (Kotler, 2008) If a brand links his customers emotional there are more chances that they will repurchase from the same brand, this results into happy consumers and high profit for the brand. Additionally if a consumer enjoy a brand he is more likely to talk about it to his
Loyalty is also divided in two: rational loyalty and emotional loyalty. Rational Loyalty refers to cognitive and functional status of a brand, and it’s about how consumers choose a certain product based on rational thinking; and emotional loyalty is about consumer’s involvement, a psychological engagement …show more content…
(Davey, 2014) As neurologist Donald Calne said: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” When a person is emotional about something, he has the urge to do something, the heart rules the head in decision-making and if a brand can connect emotional a person to his products, the consumers will be loyal beyond any reason because he have a deep and strong connection which exceed the rational barrier. (Roberts, 2006) For example if a person wants to buy a house, for example, he is making his background research about mortgage, where to find the best deal, where is the best neighbourhood and which is the best criteria to choose a house, all the rational and logical things that someone can think about when it’s came to buy a house. In the end this person buys a house in the middle of nowhere, and he has do drive one hour to his job, he has to do in-house repairs for the next twenty years or so but he adores it, and here’s comes the marketers with the question “why?”. Kevin Roberts (2006) comes with a potential answer and explains that people are emotional human beings responding much faster and better if they are linked on a mental level, if the rational interfer, people tend to get more and more questions with no aswers like “why should I buy it?”, or “do I need it? “ but when a consumer feels emotional about something he has to do something, he needs to have it now. Emotion lead to actions, reason leads to questions. (Kotler, 2008) If a brand links his customers emotional there are more chances that they will repurchase from the same brand, this results into happy consumers and high profit for the brand. Additionally if a consumer enjoy a brand he is more likely to talk about it to his