The antecedents of brand loyalty through the Attitude-Relationship approach

Amina Rayane

doi:10.34118/djei.v15i1.3714

Amina Rayane University of Laghouat. Algeria

DOI: https://doi.org/10.34118/djei.v15i1.3714

Keywords: satisfaction, trust, attachment, brand loyalty

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.

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