Page 131 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)
Brand Loyalty
Consumers' positive associations with a brand or product are referred to as brand loyalty. Customers that demonstrate brand loyalty are always
loyal to services or products, as evidenced by their repurchasing, despite the attempts of rivals to persuade them to switch. The corporation has
made significant investments in client service as well as marketing in order to build and retain brand loyalty among customers for established
items. Brand loyalty is the commitment to consistently repurchase a preferred service or product in future, irrespective of the marketing
strategies or situational variables that may affect switching behaviour. (Oliver, 1997; 1997)

The foundation of brand value is the brand loyalty. It is divided into five categories: unbranded loyalist, habitual buyers, satisfactory buyers,
emotional purchasers, as well as loyal buyers. Unbranded loyalists, in this stratum of customers, will continually switch brands, do not concur
with a brand, and are normally price sensitive. Select the cheapest option. Several low-value consumables, homogenous sectors, and everyday
consumer items lack loyal brands. Customers who are habitual purchasers are loyal towards specific brands, have fixed consuming patterns
and preferences, understand what they want when they purchase, and have specific goals. Customers are tempted to check it out if rivals offer clear
incentives including price discounts, advertising, distinctive packaging, direct marketing, and so on. If this is permitted to purchase or repeat
a product, this can be branded towards purchase other brands. On the other hand, satisfactory purchasers are customers who are very content
with the initial customer's brand and also have expressed concerns about brand conversion risk, which means that purchasing another newer brand
will have difficulties, rewards, and adaption hazards. Aside from that, an emotional buyer is someone who has a strong attachment to the brand.
Certain brands however, are the emotional and emotional backing of their customers. They may last for a longer time since they are considered
consumers' friends, important resources in life, and thus are difficult to replace. Furthermore, loyal buyers have the greatest brand loyalty level.
Customers not only care about the brand, but they are also pleased of it.
Following the definition given by Assael (1998), brand loyalty is defined as a consistent brand that consistently meets consu mers' needs in their
previous experiences, hence resulting in repeat purchases. The importance of brand loyalty can be shown in the following components, in
particular. Reduce marketing expenses while increasing revenues, make it simple to attract more customers, facilitate the extension of sales channel,
and be more adaptable in the competitive market are all advantages of outsourcing. In order to persuade consumers to continue purchasing the
same brand or product and refrain from switching towards other brands, According to Yoo et al. (2000), one of the approaches is to build brand
loyalty among customers. There remains a direct causal connection between client loyalty, perceived value, and financial gain. The known
"two and eight concepts" of marketing state that eighty percent of a company's performance is derived from the twenty percent of clients
who frequent the establishment. Although gaining new clients for businesses is self-evident, the price of sustaining an existing client is only
one-seventh of the expense associated with developing a new client. Customers' loyalty is becoming increasingly valuable within a period of
diminishing earnings.
It was established that brand loyalty remains positively related towards customer decision as indicated in the below hypothesis.

H4: The brand loyalty has a positive impact on customers’ purchase intention to healthy snacks.

Research Framework

Figure 2.1 The theoretical framework connection between brand equity towards student’s purchase intention.

108