defined loyalty as “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior” (p. 34). Loyalty also represents the intention to repurchase, the desire to recommend, a tolerance for a higher price, and the desire to purchase other products with (from) an institute (Chang & Fong, 2010).