On a very basic level, the definition of being loyal to a brand means you repeat the purchase of a product or service rather than taking your business elsewhere. Marketers are often focused squarely on the financial aspect of being loyal. They regularly design new ways to solicit the next purchase, to stay top-of-mind through targeted advertising or to upsell other products or services in the brand portfolio, with offers of points or discounts as an enticement.
However, many marketers are neglecting the relationship a....