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Brand Loyalty- Impact of Cognitive and Affective Variables

Listed author(s):
  • Mourad TOUZANI


    (ISG, Marketing Department, University of Tunis Institut Supérieur de Gestion de Tunis, Tunisia)


    (Institut Supérieur des Etudes Appliquées en Humanités du Kef URM, Institut Supérieur de Gestion de Tunis, Tunisia)

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.

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Article provided by "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration in its journal Economics and Applied Informatics.

Volume (Year): (2009)
Issue (Month): 1 ()
Pages: 227-242

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Handle: RePEc:ddj:fseeai:y:2009:i:1:p:227-242
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