http://www.investopedia.com/terms/b/brand-loyalty.asp
DEFINITION OF 'BRAND LOYALTY'
When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behaviour and is affected by a person's preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Companies will often use different marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples and free gifts).
Chapter One - Branding - Brand loyalty
