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Brand Affect's Impact on Consumer Loyalty: Empirical Analysis
[L'impact de l'affect de marque sur la fidélité des consommateurs: Analyse empirique]

Author

Listed:
  • Nehme Azoury

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Charbel Salloum

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Cette étude vise à présenter les relations établies entre la valeur perçue par le client, la confiance accordée à la marque, l'affect de marque et la fidélité à la marque. L'étude porte, par ailleurs, sur la confiance accordée à la marque ainsi que sur l'affect à la marque en tant que variables modératrices. Notre recherche est, en effet, basée sur une population de consommatrices qui utilisent les produits de beauté. Mots-clés : valeur perçue par le client, confiance de marque, fidélité attitudinale affect à la marque, fidélité à la marque.

Suggested Citation

  • Nehme Azoury & Charbel Salloum, 2013. "Brand Affect's Impact on Consumer Loyalty: Empirical Analysis [L'impact de l'affect de marque sur la fidélité des consommateurs: Analyse empirique]," Post-Print hal-01369203, HAL.
    • Handle: RePEc:hal:journl:hal-01369203
    DOI: 10.3917/rsg.261.0069
    as

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