Stronger behavioral loyalty is a desirable differential effect of CBBE. The basic premise is that if CBBE shifts, then so should loyalty (Kaynak, Salman, & Tatoglu, 2007; Leone et al., 2006). However, much of the past research takes a cross-sectional approach, where the researchers use claimed behavioral loyalty and measure the construct at the same time as the CBBE (e.g. Brakus, Schmitt, & Zarantonello, 2009). This approach raises serious issues about the direction of causality, particularly if a relationship between past behavioral loyalty and current brand associations exists. Broyles, Schumann, and Leingpibul (2009) model brand loyalty as an antecedent of CBBE and find a weak/insignificant relationship between stated behavioral loyalty and imagery. However, the research has two limitations. The first limitation is that the study collects both measures at the same time. The second limitation lies in the antecedent brand loyalty measure, which takes form of verbalized past behavior in comparison to other brands. This study overcomes the limitations of this research.