To identify the truly brand-loyal customer, ________ must be measured.

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Consider the question: To identify the truly brand-loyal customer, ________ must be measured.
Option 1: repeat purchase behavior and preference. This pairing captures two core facets of loyalty: the likelihood of consistently buying the same brand (repeat purchase behavior) and the customer's stated or observed preference for that brand (preference). Together, they provide a fuller picture of genuine loyalty rather than short-term or opportunistic buying.
Option 2: the volume of purchase and preference. While preference is relevant, volume alone can be misleading—high purchase volume might arise from promotions, convenience, or necessity rather than true loyalty to the brand. It does not fully address whether the purchases are repeat and habitual.
Option 3: brand association retrieval and preference. Brand association retrieval relates to memory or recognition, not necessarily to loyalty behavior. A consumer might recall a brand and still not demonstrate consistent repeat purchases, so this option misses the behavioral component crucial to loyalty.
Option 4: repeat purchase behavior. Although repeat purchases indicate loyalty to some extent, omitting preference leaves out the attitudinal or subjective side of loyalty, which helps confirm a true, sustained brand allegiance beyond habit alone.
Putting these together, the most comprehensive and informative measure for true brand loyalty includes both how often someone buys the brand (repeat purchase behavior) and how strongly they prefer it (preference).

To identify the truly brand-loyal customer, ________ must be measured.

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