A Study on Brand Loyalty towards Domestic Paintings Reference of Users about Nerolac Paints in Arni, Thiruvannamalai District

Abstract

Brand Loyalty is the mantra of any successful business. In today’s increasinglyglobal market, where the consumers have enough choice to get confused, brand loyalty isthe only thing that can help a company to survive. Fact, it is the ultimate goal of anycompany. Brand loyalty differs by product, industry, and sector. Since 1980s the past thirtyyears, brand loyalty has been debated by academics, with the core issue being thedimensionality and measurement of the construct. Brand loyalty appears to be a Complexmultidimensional construct during this period; views on brand loyalty have oscillatedbetween one-dimensional and two-dimensional views. This view combined both dimensionsin a single measure labeled brand loyalty while later research separated the twoproportions again. Attitudes were described as an independent variable influencing loyalty,rather than giving these the label of attitudinal loyalty.