From the neighborhood barber to the international conglomerate, most businesses have a common goal: repeat customers. Developing a committed clientele can be more valuable than attracting new customers, whose loyalty to a company’s products may be fleeting.

Brand loyalty is a psychological bond that, once established, is difficult to reverse—and it is more complicated than simply buying the same product time and again. True brand loyalty differs from what some marketing researchers refer to as spurious loyalty—a passive type of buying motivated by habit, convenience, price, and availability but not the result of any true loyalty or passion for the actual merchandise.

Products that create true consumer loyalty tend to be nonessential day-to-day items such as tobacco, beverages, candy, and beauty products, as well as luxury purchases such as designer clothes and cars. Household staples such as milk, eggs, sugar, and paper products create little brand loyalty…

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