"Attitudinally loyal people will buy the brand to which they’re loyal if they can, resulting in behavioural loyalty. Yet there is many a potential barrier between attitude and behaviour. Sometimes situational market factors will nudge people towards an alternative. On other occasions these factors act more like a roadblock, flat-out preventing people from buying the brand they want. And sometimes, when people have no strong first choice to begin with, market factors themselves get to tip the scales in favour of one brand rather than another."
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