Global decline of loyalty: Causes, effects and prospect.

Byline: Dr Rajkumar Singh

LOYALTY is commonly a strong feeling of attachment or devotion to a person, group, or cause. It involves a commitment to remaining faithful, supportive and dedicated, even in the face of challenges or difficulties. It can manifest in various forms, including: a). Personal loyalty which refers to an individual's strong attachment to friends, family members, or romantic partners. It's a deep sense of commitment to these relationships and a desire to support and stand by them through thick and thin. Second is political loyalty which relates to an individual's support and commitment to a particular political ideology, party or leader.

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It can be driven by personal beliefs, values and interests. In the third place is the brand loyalty which refers to an individual's preference for a specific brand or product over others, often due to past positive experiences, personal preferences, or a strong emotional connection to the brand. In line the last is national loyalty which begets an individual's sense of devotion and allegiance to their country and a willingness to defend its interests and values. Loyalty is often considered a desirable quality, as it helps build trust and strengthen relationships. However, blind or excessive loyalty can also be problematic, as it may lead to a refusal to acknowledge or address issues or problems within a relationship.

Characteristics of loyalty: Loyalty has several key features that distinguish it from other related concepts, such as trust, commitment and devotion. These features include: a. Faithfulness: Loyalty involves being faithful to a person, group or cause, even in the face of adversity or temptation. It requires a commitment to remaining dedicated and supportive, regardless of the circumstances. b). Consistency: Loyalty requires consistency in thought and action, such that one's behaviour aligns with their stated beliefs and commitments. This consistency helps to build trust and credibility. c). Emotional connection: Loyalty often involves a strong emotional connection to the person, group, or cause to which one is loyal. This emotional connection can be driven by shared values, experiences, or personal relationships.

d). Dedication: Loyalty requires a level of dedication, such that one is willing to make sacrifices and invest time and effort in support of their loyalty. e). Long-term perspective: Loyalty is a long-term quality and requires a commitment...

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