a strangely pleasurable experience?
So what’s in a name? Plenty, if all the time and money spent on market research and advertising is anything to go by. Manufacturers invest heavily in promoting brand loyalty. But what is it exactly ? According to leading experts, brand loyalty implies that consumers bind themselves to a product as a result of a deep-seated commitment. (Bloemer and Kasper 1.).
A deep-seated commitment? Sounds serious.
Well, yes. For have you not heard it said…“Coffee just isn’t coffee unless it’s …” “No-one makes jaffa cakes like …” “Easter wouldn’t be Easter without …” “I wouldn’t use anything else on my face but …”?
It’s a commitment that is not just about authenticity of taste, but about a product that becomes the norm, a standard against which all others are measured and found wanting.
Let’s take tomato ketchup as an example.
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