Nivea works for Bonbon, a fair-trade chocolate company based in California. In addition to being recognized for the delicious, low fat treats the company manufactures, Bonbon is also known for fair labor practices at its factories. When interviewed, 83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores, they ordered them online rather than buy substitute products.
Which type of brand loyalty is illustrated here?
A) Brand insistence
B) Brand preference
C) Brand recognition
D) Brand name
E) Brand competition

Question

Nivea works for Bonbon, a fair-trade chocolate company based in California. In addition to being recognized for the delicious, low fat treats the company manufactures, Bonbon is also known for fair labor practices at its factories. When interviewed, 83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores, they ordered them online rather than buy substitute products. ​
Which type of brand loyalty is illustrated here?
A) Brand insistence
B) Brand preference
C) Brand recognition
D) Brand name
E) Brand competition

Quizplus · Accepted Answer

Brand insistence is illustrated here, as customers are willing to go out of their way to purchase Bonbon products online when they cannot find them in local stores, rather than buying substitute products. This indicates a high level of loyalty where customers insist on a specific brand.

Nivea Works for Bonbon, a Fair-Trade Chocolate Company Based in California