Brand Attachment and Brand Loyalty: The Moderating Role of Nostalgic Connections

Zineb Rhajbal, Mustapha Khouilid, Layla Saligane and Abdellatif Chakor
Additional contact information
Zineb Rhajbal: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]
Mustapha Khouilid: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]
Layla Saligane: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]
Abdellatif Chakor: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]

Post-Print from HAL

Abstract: The development of the client portfolio has become at the heart of the business policies of companies. Managers are increasingly paying attention to their brand strategies and are focusing on strengthening the brand-consumer relationship. The objective of this paper is to study the relationship between the dimensions of brand attachment and the dimensions of fidelity while analysing the moderating role of nostalgic connections on this relationship. An empirical study was carried out on an accidental sample of 210 people. The results of structural modelling relate the positive and significant impact of addictive attachment on attitudinal and behavioural fidelity, while the attachment of friendship has a negative impact on both dimensions of loyalty. The moderating role of nostalgic connections has been rejected because of the inconsistency between the desire to recall a period of life or a person with the quality (happy or unhappy) of the period in question.

Keywords: Addictive attachment; attitudinal fidelity; behavioural fidelity; friendship attachment; nostalgic connections (search for similar items in EconPapers)
Date: 2017
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-neu
Note: View the original document on HAL open archive server: https://hal.science/hal-01542597
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in IOSR Journal Of Humanities And Social Science, 2017, 22 (6), pp.24-34. ⟨10.9790/0837-2206082434⟩

Downloads: (external link)
https://hal.science/hal-01542597/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01542597

DOI: 10.9790/0837-2206082434

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().