Long run loyalty. An exploratory study

Philip Stern
Warwick Business School, United Kingdom


Brand loyalty is a topic which assumes importance in marketing research and practice but is interpreted in many different ways and it is not yet well understood in empirical terms. In the standard text on the subject, Jacoby and Chesnut (1978) reported 50 different operational measures of brand loyalty which indicates lack of agreement amongst practitioners and researchers.

East (1996) has focused on three key components of loyalty. The first, brand attitude, requires the buyer to feel positively disposed towards the brand. The second component preference, is a measure of the share of the category the brand commands. The third is termed allegiance and shows that the buyer continues to purchase the brand over a long period of time.