Main Article Content
Abstract
The development and maintenance of brand loyalty occupies a significant place in the brand building process, especially in the face of highly competitive markets with increasing unpredictability and decreasing product differentiation. Since the cost of building powerful brands have sky rocketed and failure rate of new brands is high, brand managers have started refocusing their attention on retaining their existing customers for long term benefits. Commitment captures the buyer’s desire to maintain a relationship with a particular brand and reflects the strength of relationship the buyer has with the brand. Brand commitment is an essential ingredient for successful long-term relationships. This article aims to identify the relationship between commitment and brand loyalty.