A question of loyalty.

In this article from econsultancy:

“Just 15% of consumers believe it pays to be loyal to brands”

Since when is loyalty supposed to pay? And if it is, is that the kind of loyalty brands want? The whole idea about true loyalty is that it doesn’t pay right? Relating to the idea of “lovemarks” as defined by Kevin Roberts where consumers are “loyal beyond reason”, suggests that there’s both reasonable and unreasonable loyalty. I guess in the latter one thinks something is the right thing to do, while the former one merely feels it is. In this line of argument, can “loyalty beyond reason” be seen as supporting something you believe in, rather than for what is in it for yourself?

I guess what I want to get to in this post is that sometimes we are loyal because it is the right thing to do. That’s payment enough.