Brand Loyalty Vs. Repeat Purchasing Behavior

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.

Continued usage intention of multifunctional friend networking services: A test of a dual-process model using Facebook

“…While earlier literature conceptualized loyalty as repetitive behavior (e.g., repetitive purchasing or usage behavior), this conceptualization has been criticized due to its inability to distinguish between loyalty and spurious loyalty [20,29,46]. Recently studies tend to emphasize both the affective and the behavioral dimensions of loyalty [12,46].…”

A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study

“…Psychological (Oliver, 1999) or theoretical (Dick and Basu, 1994) definitions focus more on the deep rooted commitment or internal Corporate Social Responsibility Programs disposition on the part of the consumer to seek out the same brand in repeat purchase situations (Day, 1969). This perspective combines both the attitudinal and behavioral measures of loyalty (Jacoby and Chestnut, 1978;Jacoby and Kyner, 1973) and is a more holistic representation of the loyalty concept. This study conceptualizes loyalty in terms of the attitude toward the company and its resultant patronage behavior, defining loyalty as:…”

Do Ethical Values Work? A Quantitative Study of the Impact of Fair Trade Coffee on Consumer Behavior

“…Therefore, a loyal consumer is defined by his or her frequent purchases of and positive attitude toward a brand (Assael, 1987;Day, 1969;Frisou, 2005). In one of the most common definitions of brand loyalty, Jacoby and Kyner (1973) suggest six criteria: Loyalty is a biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands, which is a function of psychological processes. Later authors (Dick and Basu, 1994;Oliver, 1997) also insisted on the effect of commitment effect, such that loyalty must be composed of the full spectrum of cognitive, affective, and conative dimensions, which cause ''repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior'' (Oliver, 1999, p. 34).…”