Sullivan College Brand Loyalty and Inertia Paper
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages To Order 5-10 Pages Description/Paper Instructions
Question Description
What is the correlation of brand loyalty and brand inertia. Give a personal example that you have regarding this correlation. What aspects of consumer behavior concepts lead you to brand inertia? If the product was readily available, what circumstances would lead you to break from bran inertia? What marketing and consumer behavior concepts did you learn from this post?
Two topics are of special importance concerning habitual decision making: brand loyalty and brand inertia. Brand loyalty may be defined as a deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior.8 For consumers to truly be brand loyal, they must have a bond with the product and believe that the consumption activity delivers value. Companies often attempt to reward loyalty with rewards programs as found in frequent flier miles, hotel reward points, and credit card cash-back deals. However, in order for these tactics to be successful, consumers must ultimately value both the product and the incentives offered.9 These programs must also have clear rules and rewards.
10 This leads to a key difference between loyalty and what is referred to as brand inertia. Brand inertia is present when a consumer simply buys a product repeatedly without any real attachment. Loyalty includes an attitudinal component that reflects a true affection for the product.11 Strictly speaking, a consumer is not considered loyal if she simply buys the same product habitually. Brand loyalty affects consumption value in a number of ways. First, loyalty enables consumers to reduce searching time drastically by insisting on the brand to which they are loyal.
This leads to a benefit of convenience. Second, loyalty creates value for a consumer through the benefits associated with brand image. Ford trucks are well-known for their ruggedness and durability. Ford owners benefit from this image. Finally, loyalty enables consumers to enjoy the benefits that come from long-term relationships with companies. For example, a consumer might enjoy special incentives that are offered to long-time Ford purchasers. Brand loyalty also has an impact on the value of the brand to the firm.
As branding expert David Aaker asserts, consumer brand loyalty influences the value of a product to a firm because (a) it costs much less to retain current customers than to attract new ones, and (b) highly loyal customers generate predictable revenue streams.As can be seen, brand loyalty has benefits for both the consumer and the marketer. Brand loyalty is discussed in more detail in a subsequent chapter.
RUBRIC
Quality of Response No Response Poor/Unsatisfactory Satisfactory Good Excellent Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. 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The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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