... defined and operationlised in the marketing literature. For example, brand loyalty has been defined as a repeat purchase, preference and commitment, and as retention and allegiance. Brand loyalty has also been defined as a special case of programmed decision making when customers adopt a decision strategy of giving all or most of their patronage to a particular brand. '(Runyon 1980p. 355). Lawrence defined loyalty to a new brand as four purchases in a row (Lawrence, 1969,pp.137-144). However Blattberg and Sen used a proportion of purchases rather than a sequence as an indication of loyalty to national and private label brands (Blattberg & Sen, 1976, pp.34-35). Yet to consider a consumers sequence of purchases as an indication of their loyalty towards a brand may be misleading. 'Repeat purchase of the brand may not represent commitment, it may merely represent acceptance of the brand.' (Assael, 1998,p.134). Indeed repeat purchase may also occur ...

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