Brand loyalties: qualitative, quantitative, or both?
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 4
Abstract
Consumer loyalties for particular brands of products appear to be an established fact. Brand loyalty is an important aid to firms that have recognized brands. What has been lacking in theoretical models of consumer brand loyalty has been a consistent and widely acceptable definition. A number of specific hypotheses have been advanced to explain why some consumers switch from one brand to another. There is usually empirical evidence of some kind for any one of the theoretical positions. Qualitative models present a view of consumer purchasing as being caused by something as opposed to quantitative models which show purchasing as being a function of random processes. Qualitative models can be categorized as being behavioral descriptions of internal psychological states which explain the behavior under study. A unified definition of brand loyalty is needed. Brand loyalty must be a reflection of consistent purchasing behavior and favorable attitudes.
Keywords
Consumer Behavior, Qualitative Model, Brand Loyalty, Purchase Behavior, Brand Choice
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