Jacoby 1973

Brand Loyalty vs. Repeat Purchasing Behavior

Old text - looking at the difference between brand loyalty and Repeat purchase behaviour.
Has 6 criteria for repeat purchase behaviour - contends that the two concepts are quite distinct.
Makes some key points about what needs to be investigated.
Look at 6 points again
(1) non-random
(2) needs to be a puchase
(3) expressed over time
(4) by some decision-making unit (key for me)
(5) needs to be alternative brands to choose from
(6) part of a decision making process
to be BRAND LOYAL
AGAIN makes reference to the Discomfort of dissonance, and the attempt to avoid this by adopting brand loyalty as a purchase strategy.