Abstract

Brand loyalty is one of the most debated issues by scholars and corporations alike. Such issues have been studied from different aspects as they represent the most important feedback to customer satisfaction which is the core of any marketing strategy. However, today's consumer is a mobile flip-flopper with a rather unstable attitude and behaviour towards brand, stores and products. Such instability is further motivated by perceived advantages in terms of price and also affected by an emotional factor in the purchasing process. Furthermore, there is a general change of the consumers'attitude due to certain basic changes of today's society which makes people more unsecure in regards to one's values. The objective of this paper is to investigate whether there is a consumer who remains loyal to the product's brands. For this purpose a questionnaire has been developed whose analysis should enable the author to formulate some early remarks.