A New York-Based Brand and Customer Loyalty and Engagement Research

Multiple Choice

A New York-based brand and customer loyalty and engagement research consultancy firm called Brand Keys conducts research annually to identify the top 100 brands with the highest levels of customer loyalty. Apple, WhatsApp, Google, YouTube, and Kindle lead the pack and demonstrate that consumers are enjoying long-term engagement with these companies. The top companies' ability to generate high levels of customer loyalty demonstrates these firms are engaging in ________ marketing.

A) relationship marketing
B) competitive marketing
C) production marketing
D) sales-oriented marketing