During routine buying situations, brand equity plays an important role by encouraging habitual purchasing behavior among customers.
- Customers often begin choosing a brand based on familiarity from earlier purchases.
- Repeated selection reduces the need to compare the brand with alternatives.
- Familiar brands are chosen more quickly in everyday purchasing situations.
- Over time, repeated choice turns brand selection into a regular buying habit.
- These habits continue as long as basic expectations are consistently met.
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