In this issue, we shed light on key aspects of brand loyalty. In an interview with Elke Wilgmann, we show how Rewe goes about generating brand loyalty in the fast-moving retail market. We offer insights into the role played by the brand new Rewe Bonus loyalty programme. This issue also provides the latest scientific findings on how brand loyalty is created and how companies can promote it. Did you already know, for example, that perceived customer centricity rather than objective customer centricity can have a strong influence on brand loyalty? Or that there are various strategies for anchoring brands in the everyday lives of customers in order to generate brand loyalty? If your answer is ‘no’, you should definitely read this issue of Marketing Review St. Gallen. It will provide you with answers to these and other exciting questions on the subject of brand loyalty.
We hope you enjoy reading it and that our insights will be inspiring and informative for researchers and practitioners alike.