Brand loyalty highlights the extent to which customers are devoted to the products or services of a company and also explains their tendency of selecting a brand over others.
In face of the intense competition between numerous companies offering the same product, it is becoming increasingly difficult for companies to create a brand image that stands out its rivals in the minds of the customers.
Luxury brands provide a rich arena to investigate branding processes, an arena in which image and symbol drive brand value largely via advertising campaigns.
‘Luxury’ has now become a necessity among the Asian people. The days when the middle level income people started at expensive products and accessories are no more in existence.