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. - Jacob Jacoby

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.

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.

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.