Volume 2 - Issue 4, July - August 2026

This research examines the key factors influencing brand loyalty in the subscription economy and the challenges faced by marketers in retaining customers within subscription-based business models. As access-based consumption increasingly replaces traditional ownership, industries such as streaming services, software platforms, online education, and digital applications rely heavily on recurring subscription revenue. Despite the rapid growth of subscription services, sustaining long-term customer loyalty remains a major concern because of intense competition, low switching costs, and rising customer expectations. Grounded in Oliver's Loyalty Model and the Expectation Confirmation Model, the study evaluates how Brand Trust, Brand Satisfaction, Brand Experience, Brand Value, Brand Personality, and Brand Reputation influence Brand Loyalty, and how Brand Loyalty in turn affects Subscription Retention Intention. A quantitative research design was adopted, and primary data were collected through a structured questionnaire distributed to 200 active users of subscription-based services using convenience sampling. Data were analysed using descriptive statistics, reliability analysis, and multiple linear regression in SPSS. The regression model explained a substantial proportion of variance in Brand Loyalty (R² = .798, Adjusted R² = .791), but only Brand Trust (β = .336, p < .001) and Brand Experience (β = .405, p < .001) emerged as statistically significant predictors; Brand Satisfaction, Brand Value, Brand Personality, and Brand Reputation did not reach significance once entered jointly. The findings indicate that loyalty in subscriptionbased services is driven primarily by consistent, trustworthy service experience rather than by conventional branding attributes such as image, personality, or reputation. The study concludes that sustaining brand loyalty in the subscription economy requires continuous value delivery, transparent communication, and dependable service performance, and offers practical guidance for marketers seeking to reduce churn and strengthen long-term subscriber relationships.

Mohamed Irfan B, Dr.N.Nirmala Devi,"Brand Loyalty in the Subscription Economy" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(4): Page(177-185) July - August 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.