Theoretical review of the brand loyalty: approaches and valuations

The concept of loyalty is not new in marketing; in fact, it has been one of the most investigated topics. Nevertheless it has not managed to unify criteria on its definition for being a complex phenomenon. Initially, the study of the loyalty was approached from two different ways: As an attitude, where they give themselves fitted feelings and positive affections in favour of a brand; and as an effective behaviour materialized in purchases repeated of the same brand. Then, it was considered to be a current that rises that the measurement of the loyalty does not concern exclusively the valuation of the behaviour of repurchase or the commitment, both of them. The aim of this article is to describe the most relevant aspects of the concept of brand loyalty, from the review and theoretical analysis, specifically its definition, approaches, methods of measurement and types, to present some final considerations.