Brand loyalty

The American Marketing Association defines brand loyalty as:"The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category" (sales promotion definition)."The degree to which a consumer consistently purchases the same brand within a product class" (consumer behavior definition).In a survey of nearly 200 senior marketing managers, 69 percent responded that they found the "loyalty" metric very useful.
Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy.