What term describes a customer's willingness to repurchase a brand despite alternatives?

The term that best describes a customer's willingness to repurchase a brand despite the availability of alternatives is brand loyalty. This concept signifies a strong emotional connection or positive experience that a customer associates with a specific brand, leading them to choose it over other options consistently. Brand loyalty is crucial for businesses because it often results in repeat sales and can significantly reduce marketing costs, as loyal customers are more likely to advocate for the brand and attract new customers through word-of-mouth.

Market share refers to the portion of a market controlled by a particular company or brand, which is more about competitive position than individual customer behavior. Brand equity involves the value that a brand adds to a product based on consumer perception, but it doesn't directly imply the act of repurchase. Customer satisfaction measures how well a product or service meets or exceeds customer expectations, which can influence loyalty but does not solely define it. Hence, brand loyalty is the most accurate term to describe the scenario presented.