Love, Passion, and Attachment

Brand love is a rich concept in the field of consumer behavior. If the consumers love a brand, then sales volume of the brand will increase, as brand love gets transformed into brand loyalty. So, marketers should formulate appropriate strategy so that the brand has a strong emotional appeal and target customers fall in love […]

Getting at the Heart of Consumer Understanding: Cheap, Fast and Tactical Isn’t the Answer

Sitting in a meeting not long ago, I couldn’t help overhearing someone comment that the presentation of the rationale for a campaign they had just sat through was too “academic”.  What struck me was the distinction he made between academics and “real businessmen” like himself.  The word “academic” is, of course, loaded but one of […]

Loyalty and the Global Stage

Loyalty is a very tricky thing to define. Traditionally it is understood as a faithfulness or a devotion to a person, country, cause, group, or brand.  It is anything to which one’s heart can become attached or devoted.  That goes well beyond the transactional elements of a retailer and touches ideas of identity, obsession and […]

Loyalty, Consumption and Religious Experience

Loyalty is the focal point of many, if not most, brands. Understandably, getting repeat customers who will also serve as advocates is a smart move in a world where, due to the ease of online transactions, volume simply isn’t enough. But is loyalty enough or should we strive for something more? Should we strive for […]

Loyalty and Rewards ARE NOT the Same Thing

Loyalty is a very tricky thing to define. Traditionally it is understood as a faithfulness or a devotion to a person, country, cause, group, or brand.  It is anything to which one’s heart can become attached or devoted.  That goes well beyond the transactional elements of a retailer and touches ideas of identity, obsession and […]