articleTop 1% cited
Brand Loyalty Vs. Repeat Purchasing Behavior
Journal of Marketing Research · 1973 · Vol. 10(1) · pp. 1–9
Jacob Jacoby✉David B. Kyner(School of Advertising Art)
Abstract
Brand loyalty is first distinguished from simple repeat purchasing behavior and then conceptually defined in terms of six necessary and collectively sufficient conditions. An experiment designed to test this conceptualization provided strong empirical support for the distinction as conceptualized.
Consumer Behavior in Brand Consumption and IdentificationCustomer Service Quality and LoyaltyBehavioral Health and InterventionsConceptualizationPurchasingLoyaltyBrand loyaltyAdvertisingTest (biology)MarketingEmpirical researchBusinessConsumer behaviour
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