Brand Loyalty

Brand Loyalty

  • In the future, I will be loyal to this brand
  • I will buy this brand again
  • This brand will be my first choice in the future
  • I will not buy other brands if this brand is available at the store
  • I will recommend this brand to others.”

Measured the items on a seven-point Likert scale ranging from “strongly disagree” (1) to “strongly agree” (7).

Source: Based on You and Donthu (2001):
Schmitt, B., Zarantonello, L., & Brakus, J. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.