Brand Loyalty Vs. Repeat Purchasing Behavior
Open Access
- 1 February 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (1), 1-9
- https://doi.org/10.1177/002224377301000101
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.Keywords
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