Brand loyal behavior is defined as the overt act of selective repeat p — Jacob Jacoby

"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."

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

"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]."

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

"The present status of brand loyalty research can be characterized as that of a construct undergoing substantial revision and redirection in measurement orientation. From an overly behavioral macro approach, it is gradually making the transition to a more micro understanding of the cognitive mechanisms underlying choice behavior. 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."

"[Brand loyalty is] (1) the biased (i.e., nonrandom), (2) behavioral response (i.e., purchase), (3) expressed over time, (4) by some decision-making unit, (5) with respect to one or more alternative brands out of a set of such brands, and (6) is a function of psychological (decision-making, evaluative) processes"