Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/286306 
Title (translated): 
The effect of satisfaction and brand attachment on consumer loyalty: Application of the PLS-SEM technique
Year of Publication: 
2023
Citation: 
[Journal:] Revista de Métodos Cuantitativos para la Economía y la Empresa [ISSN:] 1886-516X [Volume:] 36 [Year:] 2023 [Pages:] 1-18
Publisher: 
Universidad Pablo de Olavide, Sevilla
Abstract (Translated): 
Today, improving brand loyalty is an important focus for organizations. However, one way to achieve this is to improve consumer satisfaction and brand attachment. Thus, the purpose of this study is to explore the effects of consumer satisfaction and emotional brand attachment on brand loyalty. For this purpose, we adopted the partial least squares structural equation modeling (PLS-SEM) approach. The data were collected by means of a self-administered online questionnaire from a sample of 210 consumers of a brand of dairy products. The findings confirm the influence of consumer satisfaction and emotional brand attachment. This study suggests marketing solutions facilitating consumer brand loyalty policy, especially in the dairy industry.
Subjects: 
Brand loyalty
preference
attitude
satisfaction
JEL: 
C5
C12
C83
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-sa Logo
Document Type: 
Article

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