The Psychology of Brand Loyalty: What Drives...

The Psychology of Brand Loyalty: What Drives Consumers to Stick with a Brand?

Author Name : Ms. Shiney Jane Rhema B. S, Ms. Nibila Manikandan, Dr. M. Raja

ABSTRACT Brand loyalty is more than just a pattern of repeat purchases; it reflects a strong psychological connection between consumers and brands. This paper examines the psychological mechanisms behind brand loyalty, including emotional bonds, trust, habit formation, and cognitive consistency. Understanding these factors can help businesses strengthen relationships with their customers and foster long-term loyalty. Additionally, this paper explores the impact of modern marketing strategies, such as personalization and social media engagement, in maintaining consumer loyalty in an increasingly competitive marketplace