Question

Rose is starting to notice some wrinkles around her eyes and mouth. she has decided to purchase some age-defying wrinkle cream but is unfamiliar with available brands. at the store, she picks out a brand because she remembers a clever advertisement about it on television. what level of brand loyalty does this describe?

Answer 1

Rose demonstrates recognition brand loyalty by purchasing an age-defying wrinkle cream based on a memorable advertisement, reflecting a basic level of brand awareness rather than strong brand allegiance.

Step-by-step explanation:

The level of brand loyalty described in the scenario where Rose remembers a brand due to a clever advertisement and decides to purchase it is known as recognition brand loyalty. This is the stage where a customer recognizes a brand from promotional efforts and opts to purchase it but does not have a deep allegiance or commitment to it. It is a mild level of brand loyalty influenced primarily by brand awareness rather than through experience or strong positive associations with the brand.

Companies utilize strategies highlighted by Naomi Klein in No Logo and engage in synergistic advertising practices to ensure their message reaches the consumer from various sources, which can lead to this level of loyalty. Meanwhile, in the beauty and cosmetics sector, countless products are accompanied by claims and signs designed to persuade the consumer into making a purchase, with some leveraging ideas of necessity and routine enhancements to our beauty regimen, as highlighted by the rise in demand for lotions, perfumes, and accessories.

It's also important to understand that while many anti-aging products market themselves on the premise of skin hydration and growth stimulation, the evidence of effectiveness for many of these claims is not always substantial, and the industry is rife with marketing tactics that may not always align with the scientific efficacy of the products.

Answer 2

This does not imply brand loyalty at this point. So far it only proves advertisement effectiveness. If Rose likes the product and continues to purchase it despite others being on the market, then it will be brand loyalty.