"Although "loyalty" itself is a fertile relationship concept, its nuances have been lost in traditional brand loyalty research. Operationalizations relying on sequence or proportion of purchase perhaps better reflect a notion of inertia than loyalty with its full relational significance. Even well-intentioned attempts to consider loyalty as more than repeat purchase (Jacoby and Chestnut 1978) reduce the process to 'narrowly cognitive utilitarian decision-making' thus failing to capture 'the talismanic relationships consumers form with that which is consumed' (Belk, Wallendorf and Sherry 1989, p.31)"
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Academics from the United StatesPsychologists from the United StatesBusiness theorists from the United States
Original Language: English
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Sources
Susan Fournier (1998), "Consumers and their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, 24 (4), p. 343-373.
https://en.wikiquote.org/wiki/Jacob_Jacoby
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Jacob Jacoby
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