Brand Loyalty: Impact of Cognitive and Affective Variables

dc.contributor.author	Touzani, Mourad
dc.contributor.author	Temessek, Azza
dc.date.accessioned	2012-06-13T06:04:50Z
dc.date.available	2012-06-13T06:04:50Z
dc.date.issued	2009-01
dc.identifier.issn	1584-0409
dc.identifier.uri	http://10.11.10.50/xmlui/handle/123456789/889
dc.description	Articolul face parte din Analele Universitatii "Dunarea de Jos" din Galati, Fascicola de Eocnomie si Informatica Aplicata, An XV, nr.1, vol.1/2009	en_US
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.publisher	"Dunarea de Jos" University of Galati	en_US
dc.subject	loialitate de brand	en_US
dc.subject	comportament financiar	en_US
dc.subject	finante	en_US
dc.subject	consumator	en_US
dc.title	Brand Loyalty: Impact of Cognitive and Affective Variables	en_US
dc.title.alternative	Loialitatea fata de marca: Variabilitatea impactului cognitiv si afectiv	en_US
dc.type	Article	en_US