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Journal of Advertising
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Brand Loyalty, Measurement and Management. Jacoby,

Jacob, and Robert W. Chestnut. New York: John Wiley
& Sons, 1978. 120 pp
a
Donald W. Jugenheimer
a
University of Kansas , USA
Published online: 31 May 2013.

To cite this article: Donald W. Jugenheimer (1979) Brand Loyalty, Measurement and Management. Jacoby, Jacob,
and Robert W. Chestnut. New York: John Wiley & Sons, 1978. 120 pp, Journal of Advertising, 8:2, 46-46, DOI:
10.1080/00913367.1979.10717981

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 BRAND LOYALTY, MEASUREMENT AND MAN-
AGEMENT. Jacoby, Jacob, and Robert W. Chestnut.
New York: John Wiley & Sons, 1978. 120 pp.
Are you interested in current advertising research? Here
is your book. Are you in marketing management? You'll
need this book. Working on an advertising campaign? This
book can help. Employed in sales? You might learn
something here.
This book concentrates not on repeat purchases, but on
true brand loyalty. And even though eighty percent of the
book deals with defining the concept of brand loyalty
(along with the historical development of the concept and
past research), and only the last twenty pages finally treat
the problems of marketing applications, it is a unique con-
tribution to our knowledge of brand loyalty.
The tone and approach are scholarly, yet the book is
readable (at least to most business school students and any
Downloaded by [Purdue University] at 08:29 21 January 2015
graduate students). There is a complete compilation of
past and current writing and research, along with the
author's own new contributions to the understanding of
this important topic. And there is an excellent
bibliographic reference section--the most complete ever
published on this topic.
Included are analysis of fifty-three research approaches
that have been employed in attempts to measure brand
loyalty. The authors critique each method, with reliability
and validity ratings for each one, and with sensitivity
evaluations as well.
And did you know that some of these studies have found
that repeat purchase behavior is correlated with the size of
the buildings in which consumers live, with employment of
wives, and with the degree of sociability with neighbors?
The authors explain and consider these surprising facts, as
well as just about everything else that has ever been learned
about brand loyalty.
The authors also conclude that the results have not been
very revealing but that brand loyalty research continues
because of the great promise it holds. Most research
methodological approaches have been simplistic and naive
and inadequate. Management should be wary when
utilizing the facts that have been learned from brand
loyalty studies, and skepticism is advised.
The term "definitive work" must have been coined with
this book in mind. It is complete, thorough, categorical. It
is "brand loyalty."
DONALD W. JUGENHEIMER
University ofKansas
46
BEHAVIORAL AND MANAGEMENT SCIENCE IN
MARKETING. Davis, Harry L., and Alvin J. Silk (Eds.).
Ronald Press, 1978.
It's difficult to evaluate a book such as Behavior and
Management in Marketing by Davis and Silk. To correctly
position the book, it is the Proceedings of a July, 1969,
symposium organized under the auspices of the college of
Marketing of The Institute of Management Science
(TIMS) and supported by the Graduate School of Business
of the University of Chicago. The symposium dealt with 3
topics: (1) consumer brand choice, (2) advertising, and (3)
new products. Two position papers were invited for each
topic, one from the viewpoint of management science, the
other from behavioral science. A research paper was also
invited for each topic.
The contents of the book are: I. CONSUMER BRAND
CHOICE, (a) "The Use and Limitations of Brand Switch-
ing Models," by Donald G. Morrison, (b) "Brand
Choice: Toward Behavior-Behavioristic Models," by
Francesco M. Nicosia, (c) "Identifying Environmental In-
fluences on Brand Choice Decisions," by George S. Day.
II. ADVERTISING, (a) "Models and Managers: The
Concept of a Decision Calculus," by John D. C. Little, (b)
"The Present and Potential Linkages Between the
Microtheoretical Notation of Behavioral Science and the
Problems of Advertising: A Proposal for a Research
System," by Michael L. Ray , (c) "Empirical Studies of In-
dividual Response to Exposure Patterns," by Leonard M.
Lodish, (d) "An Information-Processing Model of Adver-
tising Effectiveness," by William J. McGuire. III. NEW
PRODUCTS, (a) "Models for New Product Decisions,"
by Edgar A. Pessemier, (b) "Diffusion Theory and the
Concept of Personal Influence," by Thomas S. Robert-
son, (c) "A Multidimensional Stochastic Model of Con-
sumer Purchase Behavior," by Jerome D. Herniter and
Victor J. Cook.
What is the relevance of this volume for JA readers?
First, I would hazard the opinion that if you are unfamiliar
with TIMS, there is little relevance for you. The works
tend to be quantitative and rigorous. Second, I would refer
you to two particular papers most likely to be of interest of
you: (1) "The Present and Potential Linkages Between the
Microtheoretical Notation of Behavioral Science and the
Problems of Advertising: A Proposal for a Research
System," by Mike Ray, and (2) "An Information-
Processing Model of Advertising Effectiveness," by
William J. McGuire.
Mike Ray's paper lays the case that what we need in ad-
vertising/behavioral science is more effort developing in-
terlocking propositions, which he calls microtheoretical
notations. More effort should be spent in expanding pro-
positions into related sets than in testing particular unitary
propositions. He then uses the cases of fear appeals in ad-