摘要：Customer loyalty of a specific brand, also called brand loyalty, is expected to get more academic attention from scholars to investigate. This article describes and analyses the concept of brand loyalty to the extent to which attitudinal and behavioural approaches and structures become the loyalty domain. The structure of loyalty shows elements comprising cognition, affect, conation, and action. These elements reflect loyalty categories. Techniques of loyalty measurement such as brand choice sequence, proportion of purchase, brand preference, brand commitment, loyalty scale, and acceptance/rejection ratio are also elaborated. Customer satisfaction is not disregarded in the analysis since it closely relates to the concept of brand loyalty.
