A review of the literature on brand loyalty and customer loyalty

Brand Loyalty or Customer Loyalty? Brand Loyalty and Customer Loyalty are two concepts that have been delved into by researchers as they are two very important dimensions in marketing. Brand Loyalty is a biased behavioral response expressed over a period of time.It implies a consistent repurchase pattern of the brand as a result of positive affection towards the brand (Mellens, DeKimpe and Steenkamp, 1996).Brand loyalty theories suggested that loyalty to brands is the outcome of several factors comprising effective, behavioral and attitudinal dimensions.Customer loyalty as defined by Oliver is a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future despite situational influences and marketing efforts having the potential to cause switching behavior.This article discusses the difference between Brand Loyalty and Customer Loyalty and the methods used by researchers in academic research. Brand Loyalty in marketing has been associated with a positive perception by consumers towards the brand while Customer Loyalty has been associated with the spending power of consumers induced by various loyalty programs.However research in both Brand Loyalty and Customer Loyalty uses the same multi-dimensional constructs of effective and behavioral approach