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Consumer Brand Loyalty

Part 3. Consumer Behavior

  1. Richard L. Oliver

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03025

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Oliver, R. L. 2010. Consumer Brand Loyalty. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Vanderbilt University, Nashville, TN, USA

Publication History

  1. Published Online: 15 DEC 2010


The concept of brand loyalty is reviewed from a theory-based applied perspective based on a growing body of work in the academic community that has only recently found its way into nonacademic works. Although other conceptualizations have been suggested, a four-phased model is used here as a guiding framework whereby loyalty is viewed as consisting of intermediate steps with distinct markers. Each of the stages, namely, cognitive, affective, conative, and action inertia, is defined, explained from a conceptual perspective, and entertained as a potential vulnerability to switching incentives. This framework is augmented with the addition of social support referred to as community. Lastly, the role of satisfaction in loyalty formation is explored in addition to the relationship between loyalty and profit.


  • brand loyalty;
  • loyalty phases;
  • loyalty vulnerabilities;
  • switching incentives;
  • loyalty programs;
  • brand community;
  • profit relations