Nerd Alert: Loyal Customer or Repeat Purchaser?

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore the difference between brand loyalty and repeat purchasing. They discuss how brands can misinterpret habitual buying as true loyalty.

Topics covered:   

• [01:00] "Brand Loyalty Versus Repeat Purchasing Behavior"
• [02:00] Examples of brand loyalty vs. habitual purchasing
• [04:00] Distinction between repeat purchasing and brand loyalty
• [05:10] Brands with the most loyal customers
• [07:00] Surprising entries on the brand loyalty list
• [09:00] Importance of mental and physical availability 

 





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Resources: 
Jacoby, J., & Chestnut, R. W. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. *Journal of Marketing Research*, 10(1), 1-9. https://doi.org/10.2307/3149402 
 

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