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Abstract Brand loyalty has been a major concern within marketing circles, both business and academic. This research goes beyond the traditional end brand-loyal behavior. In addition, the effect of several variables which may mediate this attitude/behavior association was analyzed. Attitude was represented by Fishbein's AB and BI models while brand loyalt) was measured by actual purchase data. Diaries of consumer purchases were kept over a two month span, during which several measures of attitude and intervening variables were collected. Correlation and regression analysis indicated that an association exists between attitude and brand-loyal behavior, with very little difference between the AB and BI models. While the effects of intervening variables were equivocal, the attitudinal approach to brand loyalty appears to a viable alternative to ex post facto measures.
Journal of the Academy of Marketing Science – Springer Journals
Published: Jun 1, 1977
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