Brand Loyalty vs. Repeat Purchasing Behavior

descriptionPublicationkeyboard_double_arrow_right Article 01 Feb 1973Publisher:JSTORJournal:Journal of Marketing Research, volume 10, page 1 (issn: 0022-2437,

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Authors: Jacob Jacoby; David B. Kyner;

doi: 10.2307/3149402 , 10.1177/002224377301000101

Brand Loyalty vs. Repeat Purchasing Behavior

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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.

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