Hur många gånger tänker du bita i det sura äpplet? En kvalitativ fallstudie om varför kunder behåller sin varumärkeslojalitet efter en kris

Sammanfattning: This study aims to, from a sensemaking perspective, increase knowledge about under what conditions customers of a well-known high-involvement brand remain loyal to said brand post-crisis. It also aims to further contribute an understanding of how the level of brand loyalty affect the conditions under which customers remain loyal to a brand post-crisis. The empirical material is collected through 14 qualitative interviews with customers of a well- known high-involvement brand. The analysis of the empirical material extracted distinct themes that composed the conditions for maintained brand loyalty post-crisis. Additionally, the analysis compared the reasoning of different levels of brand loyalty to identify potential similarities and differences. The analysis was performed using several theories and previous research within brand loyalty, brand equity, relationship marketing and sensemaking. The study concludes that there are several similar as well as differing conditions under which customers stay loyal to a high-involvement brand post-crisis. However, the main conditions that were identified were the comfort and habit connected to the user-friendliness of the products as well as the need for creation of image and identity. As the brand loyalty increases so does the brand specific preference which generates a more favourable sensemaking of the crisis which provides another condition for maintained brand loyalty. The study further concludes that the level of brand loyalty has a mitigating effect on customers’ reasoning and sensemaking regarding their brand loyalty post-crisis. Several differences were detected e.g. regarding the brand specific preference as well as the increasing need for image and identity connected to the brand.