The composite approach instead proposes that
loyalty consists of both behavioral and attitudinal
elements (Jacoby and Chestnut, 1978). Therefore, a
loyal consumer is defined by his or her frequent
purchases of and positive attitude toward a brand
(Assael, 1987; Day, 1969; Frisou, 2005). In one of
the most common definitions of brand loyalty,
Jacoby and Kyner (1973) suggest six criteria: Loyalty
is a biased, behavioral response, expressed over time,
by some decision-making unit, with respect to one
or more alternative brands, which is a function of