As per Dick and Basu (1994), latent loyalty exists when:
A) Consumers have positive attitude and are not sceptical about the brand
B) Consumers have high relative attitude but low repeat patronage
C) Consumers have low relative attitude and high repeat patronage
D) Consumers have high relative attitude and high repeat patronage

Question

Quizplus · Accepted Answer

Latent loyalty is characterized by a scenario where consumers have a high relative attitude towards a brand but exhibit low repeat patronage. This can occur due to various barriers such as availability issues or price factors that prevent them from purchasing the brand frequently, despite their positive attitude towards it.

As Per Dick and Basu (1994), Latent Loyalty Exists When