TABLE 1.

The behavioral and attitudinal measures of loyalty by Mellens, Dekimpe and Steenkamp.

	Advantages	Disadvantages
Behavioral measures	Based on current behavior patterns Not incidental Easy to recall	Repetition of purchase is not distinguished from genuine brand loyalty More sensitive to short-term fluctuations Difficult for making correct decisions
Attitudinal measures	Repetition of purchase separate from brand loyalty Less sensitive to short-term fluctuations Better for correct decision-making	Valid representation of reality not guaranteed Incidental More difficult to recall

Source: adapted from Mellens et al. (1996).