Identity
In some cases, customers strongly identify with a brand and see it as congruent with their personality, lifestyle and values. As such, brands that change their image or suffer reputational damage may lose brand insistent customers.Quality
Perceptions of quality including both durability and features such as safety. If a customer believes you products are simply superior quality to the competition they may remain loyal. A single poor experience such as a broken product or poor customer service can result in the loss of a brand insistent customer.Purchase Simplification
Some customers are motivated to simplify purchase decisions in order to free up their time and cognitive resources. If there are 20 brands of toothpaste on the market all with different features and branding, such a customer will find one they like and stick with it. Such customers may discontinue a brand if it becomes difficult to find. For example, they may drop a brand simply because its often out of stock. They may also be discouraged by product updates as they value stability.Overview: Brand Insistence | ||
Type | ||
Definition | A customer who will only buy a particular brand. | |
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