Brand loyalty refers to
a. the faith that other products manufactured by the same company with the same brand name will be of the same quality.
b. a favorable attitude toward and consistent purchase of a single brand over time.
c. a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others.
d. the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
e. the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line.
Answer: b. a favorable attitude toward and consistent purchase of a single brand over time.