rand loyalty is defined as a ‘repeated purchases of particular products and services during a certain period of time’ (Youjae & Hoseong 2003 p. 231). Kim et al. (2008) further explain that brand loyalty is ‘a construct that has both attitudinal and behavioural elements’ (p. 80) especially when defined as a non-random purchase ‘expressed over time by some decision-making units with respect to one or more alternative brands’ (p.80).

Various researches have been conducted on brand loyalty. Some research such as Ehrenber (1988); Jacoby and Chestnut (1978) and Oliver (1997) have focused on classifying the different loyalty. Other research examined the relationships between program loyalty and brand loyalty. Of particular importance even for this study, is the implication from the study of CITE. This study showed that loyalty programs should be different depending on the involvement on part of the customers, in fact the CITE concludes that ‘under high involvement, program loyalty is formed based on value perception, and the loyalty program affects brand loyalty via both direct and indirect routes.”
The implications of a good website and triggers of senses go beyond the actual product so much so that having a strong brand and a positive online experience go hand in hand (Constantinides 2004). In fact, Kau et al. (2003) explain how a strong offline brand, affected by well-exploited sense, will positively affect online shopping because it determines if the consumer will return or not; not only online but also in any brick-and-mortar stores the company might have.

2.4 Consumer Neuroscience

The field of neuromarketing is relatively new. According to Morin (2011) neuromarketing first appeared in 2002 by two companies offering neuromarketing research at the time: BrightHouse and SalesBrain.

According to this author, the first scholar paper on this field was later published by Read Montague, Professor of Neuroscience at Baylor College of Medicine in 2003 when he tested what the consumer preferred between Coca Cola and Pepsi through the use of the fMRI (Functional Magnetic Resonance Imagining) technique. This experiment triggered a number of criticisms towards this new field fearing that it will eventually find a way to manipulate the consumer purchases ‘ and therefore the consumers’ freedom of choice. However, this did not stop the field from evolving, and today, even if still in its infancy, neuromarketing is on a steady growing rate both academically and professionally.

2.4.1 Defining Consumer Neuroscience