What defines a favorable attitude toward and consistent purchase of a single brand over time?

Brand loyalty refers to a consumer's commitment to repurchase or continue buying the same brand's products consistently over time. This concept is built on positive experiences, satisfaction with the product, and an emotional connection the consumer develops with the brand. When customers exhibit brand loyalty, they are likely to ignore competitors’ offerings and remain faithful to their chosen brand, driven by trust and perceived quality.

In contrast, brand recognition pertains to the ability of consumers to identify a brand through its name, logo, or other identifiers but does not necessarily indicate a commitment to consistently purchasing that brand. Brand image involves the perceptions and associations that consumers attach to a brand, which can influence purchase decisions, but does not solely reflect the commitment to repurchase. Market share represents the percentage of total sales in a market captured by a specific brand but does not measure consumer attitudes or behaviors directly. Therefore, the essence of favorable attitudes and consistent purchases aligns clearly with the concept of brand loyalty.