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" ... The bribery boasters ignore the fact that brand loyalty is a two-dimensional concept: behavior and attitude. Behavioral brand loyalty is when a customer continues to purchase a brand. Behavioral loyalty is for sale. Attitudinal loyalty is different. Attitudinal loyalty is when customers repeat purchase because they are committed to the brand. They perceive that the brand is the best solution for their needs. Customers who demonstrate repeat behavior but who do not have strong attitudinal ties to a brand are price sensitive. As customer focus on price increases, this must be addressed with even more deals, which increases price sensitivity, which requires even more deals. The result is a death spiral of promotion addiction. ... "