A discussion of brand loyalty approaches and their applicability for different markets.

…

…loyalty levels. However where the market is not stable, there is propensity towards sole brands and there is high involvement and risk, then attitudinal measures may be better predictors of future behavior. Attitudinal loyalty measures may be better predictors of future behavioral loyalty, and hence market share, levels. Differences are likely to exist because of differences in purchasing and the drivers of loyalty in the different market types and this needs to be empirically examined.