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Brand loyalty is when people choose to buy selectively one brand in a particular product
category. It consists of a consumer‟s commitment to repurchase or otherwise continue using
the brand and can be demonstrated by repeated buying of a product or service or other
positive behaviours such as word of mouth advocacy. This occurs when customers feel that
they have a product at the right quality for the right price. All companies are looking for
brand loyalty because it saves them time and money. This research paper focuses on soft
drinks. It investigates the reason, how and why customers are being loyal to the soft drink
brands. It reports the results of brand loyalty of 100 Irish customers.
This study explores brand loyalty behaviour on soft drinks and examines key brand loyalty
factors: brand name, product quality, price, style, store environment, promotion and service
quality. Consumers are classified into two categories by their degree of brand loyalty: hardcore
loyal customers and brand switchers. The study concludes that brand name, style and
promotion are the key brand factors which can distinguish hard-core loyal customers and
brand switchers. Brand name and style have more influence on the brand loyalty of hard-core
loyal customers, while promotion influences more on that of brand switchers. Product quality
is perceived by both groups as the most important factor affecting their brand loyalty. This
research also results the reasons why a loyal customer is switching to other brands (brand
loyalty of sportswear in Hong Kong, vol.5, 2006). Author keywords: Brand loyalty of soft drinks, brand awareness
