دراسات العدد الاقتصادي
Volume 15, Numéro 1, Pages 137-155
2024-01-26
The Antecedents Of Brand Loyalty Through The Attitude-relationship Approach
Authors : Rayane Amina .
Abstract
The objective of this article is to identify the antecedents of customer loyalty according to the attitude-relationship approach. By trying to propose a conceptual model empirically validated on the Algerian mobile phone market, this study tried to integrate attitudinal and relational variables in order to understand loyalty not as a buying behaviour but rather as a relationship taking into account its different facets: perceptive, cognitive and conative.
Keywords
satisfaction ; trust ; attachment ; brand loyalty ; Aprroach
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