The impact of emotional attachment on brand loyalty: A case study of Algerian consumers

Zohra Chebab () and Yahia Boukerch ()
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Zohra Chebab: École supérieure de commerce, Tipaza, Algeria
Yahia Boukerch: École supérieure de commerce, Tipaza, Algeria

Marketing Science & Inspirations, 2025, vol. 20, issue 2, 14-26

Abstract: This research delves into the influence of emotional attachment on consumer behavior, focusing on its impact on satisfaction and loyalty within the context of brand relationships. This study investigates the role of emotional attachment in fostering lasting consumer relationships, focusing on its impact on satisfaction and loyalty within the context of a well-known Algerian brand, BIMO. A survey-based quantitative analysis reveals that emotional attachment not only directly enhances satisfaction but also serves as a robust predictor of loyalty. Mediation analysis demonstrates that satisfaction strengthens the pathway from emotional attachment to loyalty, underscoring the importance of creating emotionally resonant brand experiences. These findings underscore emotional attachment as a crucial factor in building enduring consumer-brand relationships, offering strategic insights for brands to foster deep loyalty and advocacy through emotionally engaging branding practices.

Keywords: emotional attachment; consumer loyalty; satisfaction; brand attachment; BIMO (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:20:y:2025:i:2:p:14-26

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