"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."
Quote Details
Added by wikiquote-import-bot
Unverified quote
0 likes
Academics from the United StatesPsychologists from the United StatesBusiness theorists from the United States
Original Language: English
Available Languages (1)
Sources
p. 31-32
https://en.wikiquote.org/wiki/Jacob_Jacoby
Revision History
No revisions have been submitted for this quote.
Categories
Jacob Jacoby
9 quotes on TrueQuotesView all quotes by Jacob Jacoby →
Related Quotes
"Brand loyal behavior is defined as the overt act of selective repeat purchasing based on evaluative psychological dec…"
"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 c…"
"Our position is that a deterministic orientation can be meaningfully applied to a distinct subset of RPB, a subset we…"
"If brand loyalty is ever to be managed, not just measured, it will have to be elaborated in a much more detailed desc…"
"Chaos in Research-land: the sorry status of brand loyalty measurement."
"[Brand loyalty is] (1) the biased (i.e., nonrandom), (2) behavioral response (i.e., purchase), (3) expressed over tim…"
"Before one could speak of brand loyal, one must have the opportunity of being disloyal."
"Although "loyalty" itself is a fertile relationship concept, its nuances have been lost in traditional brand loyalty …"
"For him delicious flavors dwell In books as in old Muscatel."
"And in the evening, everywhere Along the roadside, up and down, I see the golden torches flare Like lighted street-la…"