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Brand loyalty is important because it leads to repeat purchases and customer retention. When customers develop a strong attachment to a particular brand, they are more likely to continue buying that brand's products or services over time. This consistent patronage not only helps businesses maintain a reliable revenue stream but also reduces the cost of acquiring new customers, as loyal customers often act as brand ambassadors, recommending the product to others. Additionally, retaining existing customers is generally more cost-effective than acquiring new ones, making brand loyalty a crucial aspect of a successful marketing strategy.

In contrast, the other options do not accurately reflect the positive implications of brand loyalty. While increased advertising costs could be a concern for businesses trying to attract new customers, brand loyalty typically reduces these costs over time. Similarly, brand loyalty does not inherently make products more expensive; rather, it can allow brands to maintain their pricing due to strong customer support. Lastly, brand loyalty encourages businesses to continually improve quality to meet the expectations of their dedicated customers, rather than reducing the need for quality improvements.