• Version
• Download 6
• File Size 741.53 KB
• File Count 1
• Create Date 15 May 2025
• Last Updated 15 May 2025

The Role of Brand Loyalty in Consumer Purchasing Decisions

Authors:
Dr. Shweta Patel¹, Anjali Tulsyan²
¹Amity Business School, Amity University Chhattisgarh
² Amity Business School, Amity University Chhattisgarh
Corresponding Email: anjalitul1608@gmail.com

Date:
April 16, 2025

Abstract:
Brand loyalty plays a vital role in consumer purchasing behaviour, influencing both individual decision-making and broader market dynamics. This study examines how factors such as emotional attachment, perceived value, past experiences, and brand trust contribute to loyalty. Loyal consumers tend to repurchase, show less price sensitivity, and promote brands socially. The research also explores how brand loyalty reduces the impact of competitor strategies and supports long-term profitability. In the digital era, evolving technologies and social media reshape loyalty, making it a key strategic asset for building brand equity and sustaining market presence.

Keywords:
Brand loyalty, consumer behavior, emotional attachment, brand trust, repurchase intention, price sensitivity, digital marketing, brand equity, customer retention, market dynamics.