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Before one could speak of brand loyal, one must have the opportunity of being disloyal.

— Jacob Jacoby

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More quotes by Jacob Jacoby

Chaos in Research-land: the sorry status of brand loyalty measurement.

If brand loyalty is ever to be managed, not just measured, it will have to be elaborated in a much more detailed description of cognitive activities.

The succes of a brand on the long term is not based on a number of consumers that buy it once, but on the number of consumers who become regular buyers of the brand.

Our position is that a deterministic orientation can be meaningfully applied to a distinct subset of RPB, a subset we refer to as BL [Brand Loyalty].

Brand loyal behavior is defined as the overt act of selective repeat purchasing based on evaluative psychological decision processes, while brand loyal attitudes are the underlying predisposition to behave in such a selective fashion.

Jacob Jacoby (1971)

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Quote text and notes from Wikiquote: Jacob Jacoby (page history), available under CC BY-SA 4.0. Source quality and labels are our own summary of what Wikiquote records.