<![CDATA[Customer loyalty of a specific brand, also called brand loyalty, is expected toget more academic attention from scholars to investigate. This article describes andanalyses the concept of brand loyalty to the extent to which attitudinal andbehavioural approaches and structures become the loyalty domain. The structure ofloyalty shows elements comprising cognition, affect, conation, and action. Theseelements reflect loyalty categories. Techniques of loyalty measurement such as brandchoice sequence, proportion of purchase, brand preference, brand commitment,loyalty scale, and acceptance/rejection ratio are also elaborated. Customersatisfaction is not disregarded in the analysis since it closely relates to the concept ofbrand loyalty.]]>
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