To identify the truly brand-loyal customer,____ must be measured.
A) repeat purchase behavior
B) repeat purchase behavior and preference
C) preference
D) brand association retrieval
E) brand association retrieval and preference

Question

Quizplus · Accepted Answer

To identify a brand-loyal customer, not only their repeat purchase behavior but also their preference towards the specific brand must be measured. Simply measuring repeat purchase behavior may not necessarily indicate brand loyalty as customers may be purchasing out of habit or convenience rather than loyalty towards the brand. Preference towards the brand is a key indicator of brand loyalty as it shows that the customers actively choose the brand over other options available to them. Therefore, the best choice is B, which includes measuring both repeat purchase behavior and preference towards the brand.

To Identify the Truly Brand-Loyal Customer,____ Must Be Measured