A study of brand loyalty

Abstract

Approximately 85 children in each grade of school from the third through the eleventh took a brand awareness test followed by a brand preference questionnaire. The questionnaire is described, and the reliability, obtained by retest after three days with 58 subjects, is reported to be high. Results were tabulated only for those instances in which stated preference was based on familiarity with the brand name. Preferences were obtained for 80 brand names in 16 product categories. Percentage preferences are presented in tabular form for each brand and for no preference for each age level from 8 through 18. On the basis of these results the author has determined, according to stated criteria, the presence of brand loyalty or no loyalty for each brand and for each product category. The author concludes: "Only in the case of a few products does general brand loyalty exist for all brands of a product… . When loyalty is considered in relation to specific brands, a fairly high degree of loyalty exists." (PsycInfo Database Record (c) 2025 APA, all rights reserved)