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The most important and ultimate companies’ goals are to create a recognizable brand and achieve high customer loyalty. The latter is defined as “a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior” (Kotler & Keller, 2012). However, given statement can be augmented by types of loyal customers – true, spurious, latent, and low – due to their attachment and repeat purchasing behavior (Dick& Basu, 1994); and also different forms of commitment which shape loyalty’s strength and nature. In order for a firm to consolidate true brand loyalty, underlying commitment must be based on shared values and identification. On the contrary, relying on switching costs and dependence can have mixed impact (Fullerton, 2003). Therefore, creating the feeling of subjection will only prevent from building strong and lasting relationship. Governments always aim to establish competitive environment on market and correspondingly support applicable policy (Watkins & Dir...

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