Which of the following statements regarding brand loyalty is not true?
A. The marketing costs of reaching loyal customers are typically very high.
B. Brand loyal customers are unlikely to switch to competitor's brands.
C. Brand loyal customers generate positive word of mouth.
D. Firms tend to reward brand loyal customers with extra benefits.
E. Brand loyal customers do not need persuasion to buy the firm's brands.
Answer: A. The marketing costs of reaching loyal customers are typically very high.