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Extant literature on behavioral brand loyalty has mostly considered loyalty as a notion of consumers being exclusively loyal to a single alternative. With the unprecedented increase in the number of competing product alternatives in the present decade, there has been a clear decrease in the number of such loyal consumers who purchase an alternative exclusively. Many consumers have started to embrace more than one alternative as their favorite brands, thus exhibiting divided loyalties among a few brands. In this article, we propose a modeling framework to study consumer behavioral loyalty as evidenced by these two types of loyalty: the first is hard-core loyalty, when consumers exclusively repeat purchase one product alternative, and the second is reinforcing loyalty, when consumers may switch among product alternatives, but predominantly repeat purchase one or more product alternatives to a significant …