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Running Head: BRAND LOYALTY
Brand loyalty is the act of a customer preferring one brand over another as
explained by Shin &Back (2020). Brand loyalty is core to firm performance as it enhances brand
advocacy and also improves sales performance. There are various ways through which pet food,
Premium Pet (PP1) can nurture brand loyalty among its consumer base. To begin with, PPI
should ensure consistency of service delivery as any form of service breakdown would trigger
costly customer churns. Secondly, the entity should humanize the sales process which not onl...
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