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Brand Loyalty vs. Repeat Purchasing Behavior

Jacob Jacoby and David B. Kyner
Journal of Marketing Research
Vol. 10, No. 1 (Feb., 1973), pp. 1-9
DOI: 10.2307/3149402
Stable URL: http://www.jstor.org/stable/3149402
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Brand Loyalty vs. Repeat Purchasing Behavior
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Abstract

Brand loyalty is first distinguished from simple repeat purchasing behavior and then conceptually defined in terms of six necessary and collectively sufficient conditions. An experiment designed to test this conceptualization provided strong empirical support for the distinction as conceptualized.

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