【正文】 lar objectives and values. (Ashforth et al. 2020: 23) Fournier (1998: 366) states that consumerbrand relationships are more a matter of perceived goal patibility. Brands cohere into systems that consumers create not only to aid living but also to give meanings to their lives. Oliver (1999: 40) argues that for fully bonded loyalty the consumable must be part of the consumer’s selfidentity and his or her socialidentity. Trustworthiness of the partner is a factor that has certain impact on the establishment of loyalty – nobody expects a longterm relation with a partner that cannot be trusted. Trustworthiness is one criterion for measuring the value of the partner. (Doney et al. 1997: 46) Spekman (1988: 79) calls trust a cornerstone of the strategic partnership. Morgan and Hunt (1994: 22) posit that trust is a major determinant of relationship mitment: brand trust leads to brand loyalty because trust creates exchange relationships that are highly valued. Chauduri and Holbrook (2020: 91) have showed that brand trust is directly related to both purchase and attitudinal loyalty. Many authors have accented that trust is important in conditions of uncertainty (Moorman et al. 1992: 315。 ? Behaviorally loyal customers – active customers who use only the certain provider’s services and declare that they will use only this provider in the future but do not agree to remend this provider to others (inert or functionally loyal)。nholdt, Martensen and Kristensen have found that panies with low price strategy had a much higher loyalty than expected from their customer satisfaction. On the other hand, panies that had used a lot of energy on branding indeed had a high customer satisfaction but they did not have a correspondingly high loyalty. (Gr246。 Lewitt 1983: 89。 Oliver 1999: 34。 Farley 1964:9), function of buying frequency or buying pattern (Tucker 1964: 32。 Sheth 1968: 398) or function of buying probability (Harary et al. 1962。 Chaudury 1995: 28。 Dwyer et al. 1987: 14). These different approaches allow distinguishing customers as whether behaviorally or emotionally loyal. Behaviorally loyal customers act loyal but have no emotional bond with the brand or the supplier whereas emotionally loyal customers do. Jones and Sasser call these two kind of loyalty accordingly false or true longterm loyalty (Jones et al. 1995: 90). Hofmeyr and Rice (2020: 87) divide customers to loyal (behavioral) or mitted (emotional). Emotional loyalty is much stronger and longer lasting than behavioral loyalty. It’s an enduring desire to maintain a valued relationship. The relationship is so important for the customer that he or she makes maximum efforts to maintain it. (Morgan et al. 1995: 24。nholdt et al. 2020: 512) Forced loyalty could be established trough creating exit barriers as well. Loyal behaviour may also result from inertia – customer does not move to another vendor due to fort or relatively low importance of operation – if the choice has low importance, there is no point to spend time and effort on searching for alternatives. Thus, based on his faith in the suitability of the current product, the customer continues to use it without checking alternatives. It’s in accordance to Oliver’s approach of cognitive loyalty: the loyalty that is based on brand belief only. ―Cognition can be based on prior or vicarious knowledge or on recent experiencebased information. If the transaction is routine, so that satisfaction is not processed (. trash pickup, utility provision), the depth of loyalty is no deeper than mere performance.‖ (Oliver 1999: 35) Hofmeyr and Rice (2020: