Cognitive loyalty towards a brand would be ascertained after deducting the brands that fall into the rejection region from the brands that the consumer is aware of and might use in the future.

对品牌的认知忠诚度可由某些品牌的演绎来确定，即由消费者认知的并且在未来可能会使用的品牌中，转而落在拒绝域中的品牌。

youdao

But it also shows that rejection of the Republican brand has only accelerated since the conservative caricatures of Rush Limbaugh, Dick Cheney and Sarah Palin -- and the town hall protesters -- became the most prominent public faces of their party.

CNN: Commentary: Obama losing independent voters