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1975, p. 98).
The measurement of brand loyalty varies in different market types and repertoire markets exhibits characteristics of mixed loyalty. Loyalty to a single brand is rare. In addition, there are significant variations in terms of brand loyalty (Tranberg and Hansen 1981, p. 106), as well as purchasing patterns of consumer goods (Porter 1974, p. 435).
In an environment of many competing brands, a repertoire product is identical to its competitors; it has been shown that most customers are "polygamous" and they seldom stay loyal to one brand (Ehrenberg and Scriven 1998, p. 1). Moreover, most customers switch brands to seek variety, and purchasing pattern is mainly determined by promotion, brand choice and purchase acceleration (Currim and Schneider 1991, p...
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