Bondesson (2012) stated that loyalty can be measured through
various methods. He further stated that one can measure Brand Loyalty with
the help of measuring purchase intension and recommendation. He further
observed that brand equity largely focuses on two kinds of brand strength.
One is brand loyalty, which is empirically captured by such measures as
recommendation, preference, and purchase intention. Second one is
customers’ willingness to pay a price premium for a specific brand on the
other hand
Fouladivand et al., (2013) claimed that brand loyalty has the ability to
effect both positively and negatively on the quality of a brand