it takes less work to do so. Low-involvement consumers use short-cut evaluations, so, for example, a known brand name that they haven't thought about deeply enough to find faults in will be an easy buy decision. Habitual buying behavior can result in brand loyalty subconsciously. The consumer isn't actively aware they want to purchase repeatedly from a particular brand, it is just in their habitual nature to do so. Alternatively, low-involvement consumers who are using variety-seeking behavior see differences between brands and tend to do a lot of switching. To attempt to persuade these consumers into habitual buying behavior, marketers will try to dominate shelf space, cut prices, or introduce new products. If a low-involvement consumer continues to use variety-seeking behavior, brand loyalty is unlikely to be established. Factors influencing brand loyalty Loyalty includes some degree of predisposition toward a brand. It is determined by several distinct psychological processes, and it entails multivariate measurements. Customer perceived value, brand trust, customer satisfaction, repeat purchase behavior, and commitment to be the key influencing factors of brand loyalty. Commitment and repeated purchase behavior as necessary conditions for brand loyalty followed by perceived value, satisfaction, and brand trust.'' Fred Reichheld, one of the most influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects on profitability. However, new research shows that the association between customer loyalty and financial outcomes such as firm profitability and stock-market outcomes is not so straightforward. An organization's ability to attract and retain customers is vital to its success. Customer loyalty requires a strong appetite by the customer for a product. Marketing tools such as integrated marketing communications (IMC) and branding can increase perceived attraction between the consumer and the brand. These tools boost emotional response and attachment to the brand, and influence feelings the customer has for a brand; both are important for congruency and a relationship. This in turn leads to the development of brand loyalty. Relationship development and maintenance can also be achieved through the use of loyalty programs or a celebrity endorser. These can help to increase a bond between a brand and a consumer. IMC is defined as "integrating a variety of convincing messages across various forms to communicate with and develop relationships with customers." IMC can convey the brand image, increase awareness, build brand equity, and achieve shared values between the consumer and the brand. IMC and brand loyalty IMC