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Brand Loyalty- Impact of Cognitive and Affective Variables


  • 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.

Suggested Citation

  • Mourad TOUZANI & Azza TEMESSEK, 2009. "Brand Loyalty- Impact of Cognitive and Affective Variables," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 227-242.
  • Handle: RePEc:ddj:fseeai:y:2009:i:1:p:227-242

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    Cited by:

    1. Gheorghe ORZAN & Otilia-Elena PLATON & Cristian Dragos STEFĂNESCU & Mihai ORZAN, 2016. "Conceptual Model Regarding The Influence Of Social Media Marketing Communication On Brand Trust, Brand Affect And Brand Loyalty," ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, Faculty of Economic Cybernetics, Statistics and Informatics, vol. 50(1), pages 141-156.

    More about this item


    brand loyalty; repetitive buying behaviour; true loyalty; commitment; brand attachment endogenous rural development; european model of agriculture; traditional agriculture; modern agriculture; multifunctionality;

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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