Brand Loyalty- Impact of Cognitive and Affective Variables

Mourad Touzani () and Azza Temessek
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Azza Temessek: Institut Supérieur des Etudes Appliquées en Humanités du Kef URM, Institut Supérieur de Gestion de Tunis, Tunisia

Economics and Applied Informatics, 2009, issue 1, 227-242

Abstract: Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective variables in the formation of brand loyalty. A questionnaire was administered to 400 shampoo users. A confirmatory analysis was performed to test the conceptual model presented. The results provide a better knowledge about the role played by each factor in brand loyalty formation and emphasises the major role played by affective factors.

Keywords: brand loyalty; repetitive buying behaviour; true loyalty; commitment; brand attachment endogenous rural development; european model of agriculture; traditional agriculture; modern agriculture; multifunctionality (search for similar items in EconPapers)
JEL-codes: M00 M31 (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2009:i:1:p:227-242

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