Brand loyalty revisited: A twenty-year report

Abstract

Consistency of brand preferences and the relationship between preferences and use were investigated by mail questionnaires 20 years after original preferences were specified. Reasons for discrepancies between current preferences and use were also solicited. The relationships between consistencies of the 162 respondents and some standard personal characteristics were determined. Average amount of agreement for stated preferences separated by a 20-year span was 26%, and for preference in 1941 and use in 1961 was 23%. A small degree of relationship was found between intelligence and preference agreement and original socioeconomic status and preference agreement. There was no evidence of a general factor of loyalty. (PsycInfo Database Record (c) 2025 APA, all rights reserved)