In a thought-provoking piece for Marketing Land, Adam Grow ventures to provide some understanding about what makes people love the brands they love.

According to the cited research, roughly two-thirds of U.S. internet users demonstrate brand loyalty by buying products and services. Approximately 45 percent of those who make two purchases from a brand will purchase from that brand again.

However, people are not as loyal to a brand as they are to a product. About three in five loyal customers say they would shift loyalty to another brand if the other brand offered a better product.

So, brand loyalty is a two-way street. Customers will be loyal to you, if you provide a good product and continue to do so — but their loyalty starts to wane if your product quality decreases.