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.