Published Paper Details:

Customer Loyalty and Brand Loyalty are two variables in the field of marketing which look similar on the surface but when analysed critically, it would be discovered that they mean separate things. Today's consumers face greater choices due to the abundance of goods and services available. By understanding the factors that influence consumer behaviour, businesses may create specific products and sales strategies that give consumers a reason to buy. This research was carried out to investigate the impact of customer loyalty and brand loyalty in the retailing industry. This research adopted an empirical analysis of literature to determine which among the two concepts is receiving more attention in practice. The study was anchored on theory of reasoned action by Ajzen and Fishbein who asserted that consumers carry out actions that think, whether or not they know the consequences, will produce or bring about that conclusion. As a result, logical decision-making is the primary influence of consumer behaviour. The findings of the research revealed that in practice, brand loyalty is becoming more increasingly significant for business organizations than customer loyalty. Based on the revelation of the study, it was recommended among others that retailers should integrate their loyalty programmes with their CSR initiatives.