Feels like a false dichotomy? Brand loyalty fluctuates over time and by brand, market, etc. For example, cars are probably the largest repeated purchase in Amer

Feels like a false dichotomy? Brand loyalty fluctuates over time and by brand, market, etc. For example, cars are probably the largest repeated purchase in America, and car brand loyalty is nowhere as high as it once was: https://www.nytimes.com/2009/10/21/business/21auto.html https://www.nytimes.com/2009/10/21/business/21auto.html Answers to your question are nuanced, and fortunes are exchanged in purchases like cars even if customers aren't loyal next purchase(s)