Richard E. DuWors’s research while affiliated with Statistics Canada and other places

... Cognitive loyalty is previous knowledge or recent information based on experiences; this loyalty arises through comparisons between customers' preferred products and alternatives that depend on the whole judgement of the usefulness of this item or service (Han et al., 2011). While behavioural loyalty refers to clients preferring the same brand systematically over time (Odin et al., 2001), behavioural loyalty provides a realistic picture of the competitive position of a specific brand compared to other competitors (DuWors & Haines, 1990). ...

Reference:

The Impact of Gamification in Loyalty Programmes on Increasing E-Customer Loyalty: The Mediating Role of Perceived Value Evidence from Hotels and OTAs

... 13.09% of the trademarks live less than a year, whereas almost 60% do not survive beyond 20 years. Looking at the different duration spans, 25.10% of trademarks survive between 20 and 30 years, suggesting the existence of trademark lifecycles linked to both product cycles and, especially, consumers' purchase habits, who after a period of habitual purchasing of a single or a few brand/items enter a period of trying other brands/items, making brand loyalty transitory and time-dependent (Duwors and Haines, 1990). Indeed, only 15.13% of trademarks survive longer than 30 years, and trademarks surviving half a century are uncommon (8.89%). ...

Reference:

What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term