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As defined by Sreejesh (2015), brand loyalty is the strength of opinion (usually to some degree of favourability) that a consumer has towards a brand compared to others within the same product or brand line. It is closely linked to brand equity, with the latter considered as the major determinant of brand loyalty; the value a brand holds in a specific industry (or even across each competing industry) largely depends on the attitudes and degree of loyalty its consumers have (Girard et al. 2017).

A consumer who has an elevated level of brand loyalty indicates what is called 'brand insistence'; Young (2018) explains how a customer at this stage "venerates" the brand so much that no alternative will satisfy their demand, and they will go to great lengths to acquire the specific product or service. Nuseir (2016) describes the benefits of brand loyalty a company is likely to receive, particularly customer retention and acquisition of new customers. Additionally, customers will have reduced information searches as they can rely on their own tested internal searches.

A key strategy to increase consumer brand loyalty is to personalise the service experience to each individual (Wolter et al. 2017). Using the popular streaming service 'Netflix' as an example, content can be recommended based on that particular user's preferences; also, promotions such as free trials or access to exclusive content can be offered to demonstrate to a consumer why they should remain with Netflix rather than switching to a competitor with a similar offering.