Before one could speak of brand loyal, one must have the opportunity of being disloyal. - Jacob Jacoby

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].

Brand loyal behavior is defined as the overt act of selective repeat purchasing based on evaluative psychological decision processes, while brand loyal attitudes are the underlying predisposition to behave in such a selective fashion.

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.