A Brand Loyalty Concept: Comments on a Comment

Jacoby, Jacob
November 1975
Journal of Marketing Research (JMR);Nov75, Vol. 12 Issue 4, p484
Academic Journal
This article presents the author's response to the comments of Lawrence Tarpey about the article "Brand Loyalty Vs. Repeat Purchasing Behavior," by Jacob Jacoby and David Kyner, which was published in the February 1973 issue. The author asserts that the research in the article does not warrant the authors' conclusion that they have developed a definition of brand loyalty which is an improvement on the many other definitions to be found in the literature. A discussion is presented about the value of a careful analysis of the original article's definition reveals that it does not deal with causative factors since it fails to explain anything about why consumers behave in any particular fashion.


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