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Running Head: NIKE CUSTOMER LOYALTY 1
Nike Customer Loyalty
Lipscomb University
Bu 6062 Strategic Management
Shaquille Standifer
NIKE CUSTOMER LOYALTY 2
Nike Customer Loyalty
Getting and keeping loyalty is a big challenge for many companies in the modern world.
It gets exponentially harder for companies in changing economic cycles since loyalty also
changes. It takes different dynamics mostly when customers are under economic pressure. The
intention of every company is to gain customers and maintain them to achieve their long-term
goals. Loyal customers typically have long histories with a company, buy more than the average
customer, and would be more likely than the average customer to recommend a company’s
products to potential customers. It has to been stated that it typically cost more, and is less
profitable, to attain new customers than to retain a loyal customer. Businesses require effective
marketing strategies to outdo their competitors in their respective markets. One of such
companies is Nike, a footwear company (Cook, 2012). Nike advertising, in particular, focuses on
