%0 Journal Article
%T Brand Loyalty: Impact of Cognitive and Affective Variables
%A Mourad TOUZANI
%A Azza TEMESSEK
%J Annals of Dun£¿rea de Jos University. Fascicle I : Economics and Applied Informatics
%D 2009
%I Dunarea de Jos University of Galati
%X Studies on brand loyalty typically focus on the behavioural side ofbrand loyalty or on the attitudinal side. Rare are the studies that examinesimultaneously both components of brand loyalty. The present study wasperformed to describe the conjoint contribution of cognitive and affectivevariables in the formation of brand loyalty. A questionnaire was administered to400 shampoo users. A confirmatory analysis was performed to test theconceptual model presented. The results provide a better knowledge about therole played by each factor in brand loyalty formation and emphasises the majorrole played by affective factors.
%K brand loyalty
%K repetitive buying behaviour
%K true loyalty
%K commitment
%K brand attachment
%U http://www.ann.ugal.ro/eco/Doc2009/MouradTouzani_AzzaTemessek.pdf