Dimensions Of Brand Loyalty

The Wikipedia (2011) provides the following sub-genres of reality TV programs
Documentary Style; in this subgenre, inactive observers (the audience), follow people going about their daily personal and professional activities. Story plots are made via editing or planned situations, with the results resembling soap operas. This subgenre also has subcategories such as:
Special Living Environment: placing cast members, who in most cases did not formerly know each other, in artificial living environment
Celebrities: shows that show celebrities going about their day to day lives; or putting celebrities on location and given a specific task or tasks
Professional Activities: shows portraying professionals either going about their day-to-day activities

Some researchers argue that loyalty towards a brand essentially comprises positive attitudes about the brand as well as a positive behavioral tendency to buy it ( Dick & Basu 1994). Brand loyalty is widely discussed in conventional marketing literature and showed importance of two different dimensions of brand loyalty: behavioral and attitudinal loyalty. Frequency of repeat purchase has been measured as behavioral loyalty or percentage of purchase, and attitudinal loyalty is defined as, priority, dedication or purchase aim of the consumers (Mellens, Dekimpe & Steenkamp, 1996). If customers are satisfied with the performance of the brand then it tends to derive loyalty (Bloemer & Kasper, 1995). If customers are loyal to brands then company can increase its productivity by offering brand’s further extension without the fear of failure (Reichheld and Sasser, 1990).The success of a firm depends mainly on its capability to attract consumers towards its brands. In particular, it is critical for the continued existence of a company to retain its current customers, and to make them loyal to the brand. To a large extent, the success of most businesses depends on their ability to create and maintain customer loyalty. In the first place, selling to brand loyal customers is far less costly than converting new customers. In addition, brand loyalty provides firms with great competitive weapons. Brand loyal consumers are less price-sensitive. A strong consumer franchise gives manufacturers leverage with retailers and, loyalty reduces the feeling of consumers to marketplace offerings, which gives the firm time to respond to competitive moves. In general, brand loyalty is a reflection of brand equity, which for many businesses is the major single