loyalty loy‧al‧ty [ˈlɔɪəlti] noun [uncountable]
MARKETING the fact of being loyal to a particular product:
loyalty to

• He has noticed a falloff in loyalty to particular brands of car.

ˈbrand ˌloyalty MARKETING
the degree to which people regularly buy a particular brand of product and refuse to change to other brands:

• There's no brand loyalty in car tyres - consumers just buy on price.

ˈcustomer ˌloyalty
MARKETING the fact that people choose to use a particular shop or buy one particular product, rather than use other shops or buy products made by other companies:

• Marco offered regular customers at his bakery and restaurant special deals in order to build customer loyalty.

* * *

loyalty UK US /ˈlɔɪəlti/ noun [U]
COMMERCE, MARKETING, HR the quality of being loyal to a particular company or brand: loyalty to sb/sth »

Flexible working hours encourages employee loyalty to the company.


Firms try to build loyalty by creating a brand name.

See also BRAND LOYALTY(Cf. ↑brand loyalty), CUSTOMER LOYALTY(Cf. ↑customer loyalty)

Financial and business terms. 2012.