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The reason a customer makes repeated purchase of your product is either convenience or cult. The sweet spot lies somewhere in between which is called brand loyalty.
What does cult mean? A perfect example would be Apple. Research has proven that the same amount of neurons are fired when devotees talk about god and when a few extreme Apple users talk about Apple products. The sweet spot lies somewhere in between which is called brand loyalty. Nike is a brand that has successfully reflected the same values as its users. This can be seen when they stand with the athletes. Although, it has received outrage on going off their brand value but agreed on their mistakes and rectified immediately.
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