As per Dick and Basu (1994) latent loyalty exists when consumers have high relative attitude but low repeat patronage.

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Latent loyalty, as described by Dick and Basu (1994), occurs when consumers have a positive attitude towards a brand (high relative attitude) but do not frequently purchase or use the brand's products or services (low repeat patronage). This situation can arise due to various barriers such as availability issues, price factors, or simply because of situational constraints.

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