Is there a difference between fiercely loyal customers and frequent buyers?
Kurt Carlson and Ishani Banerji at the Georgetown Institute for Consumer Research demonstrate a distinct difference between customers who frequently purchase products from a particular brand and those considered fiercely loyal to a brand. According to their research, what differentiates those who are fiercely loyal versus those who are frequent buyers is that fiercely loyal customers not only have positive feelings towards the brands they are loyal to, but also have negative feelings towards the competition. To learn more about this and the benefits of having fiercely loyal customers, to read a brief of their research, click here. To read the viewpoint, click here. To watch a video interview of the authors, click here.