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The present status of brand loyalty research can be characterized as that of a construct undergoing substantial revision and redirection in measureme… - 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.
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About Jacob Jacoby
Jacob (Jack) Jacoby (born c. 1940) is an American social psychologist and professor in retail management and consumer behavior at the , known for his work on . In 1994, he was named a fellow of the Association for Consumer Research.
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