180 страниц. 2012 год. LAP Lambert Academic Publishing In the present era of globalisation,markets are flooded with variety of brands manufactured across the nations. In this cluttered market, most of the companies focus on short-term goals that dilute the brand.The existence of brand loyalty is often questioned. The present study is an attempt to find out the existence of brand loyalty through the presence of the loyal segments, purchase behaviour for specific period and studying the intensity of loyalty through the brand loyalty outcome by using two specific product categories among women consumers. An attempt is also being made to find out the relation of emotional/affective commitment, brand differentiation with brand loyalty. In order to stay up in the market, brand building is essential. Companies must know who are their consumers, cater to their needs, retain them and eventually convert them into brand advocates.