The role of emotional structures in the relationship between satisfaction and brand loyalty

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately l...

Full description

Bibliographic Details
Main Authors: Davood Ghorbanzadeh, Atena Rahehagh
Format: Article
Language:English
Published: Taylor & Francis Group 2020-12-01
Series:Cogent Psychology
Subjects:
Online Access:http://dx.doi.org/10.1080/23311908.2020.1782098
id doaj-d2e0918e3cd14beeb0f7dc85f24ae3df
record_format Article
spelling doaj-d2e0918e3cd14beeb0f7dc85f24ae3df2021-08-09T18:41:16ZengTaylor & Francis GroupCogent Psychology2331-19082020-12-017110.1080/23311908.2020.17820981782098The role of emotional structures in the relationship between satisfaction and brand loyaltyDavood Ghorbanzadeh0Atena Rahehagh1Islamic Azad University Of Tehran North BranchIslamic Azad University Of Tehran North BranchSatisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. A structural equation modeling method is employed in this research based on data collected from 300 post-graduate students in Iran, using convenience sampling. Smartphone and apparel brands are two product categories chosen in this study. The results showed that brand love is the strongest antecedent of brand loyalty. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.http://dx.doi.org/10.1080/23311908.2020.1782098brand satisfactionemotional brand attachmentbrand lovebrand loyalty
collection DOAJ
language English
format Article
sources DOAJ
author Davood Ghorbanzadeh
Atena Rahehagh
spellingShingle Davood Ghorbanzadeh
Atena Rahehagh
The role of emotional structures in the relationship between satisfaction and brand loyalty
Cogent Psychology
brand satisfaction
emotional brand attachment
brand love
brand loyalty
author_facet Davood Ghorbanzadeh
Atena Rahehagh
author_sort Davood Ghorbanzadeh
title The role of emotional structures in the relationship between satisfaction and brand loyalty
title_short The role of emotional structures in the relationship between satisfaction and brand loyalty
title_full The role of emotional structures in the relationship between satisfaction and brand loyalty
title_fullStr The role of emotional structures in the relationship between satisfaction and brand loyalty
title_full_unstemmed The role of emotional structures in the relationship between satisfaction and brand loyalty
title_sort role of emotional structures in the relationship between satisfaction and brand loyalty
publisher Taylor & Francis Group
series Cogent Psychology
issn 2331-1908
publishDate 2020-12-01
description Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. A structural equation modeling method is employed in this research based on data collected from 300 post-graduate students in Iran, using convenience sampling. Smartphone and apparel brands are two product categories chosen in this study. The results showed that brand love is the strongest antecedent of brand loyalty. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.
topic brand satisfaction
emotional brand attachment
brand love
brand loyalty
url http://dx.doi.org/10.1080/23311908.2020.1782098
work_keys_str_mv AT davoodghorbanzadeh theroleofemotionalstructuresintherelationshipbetweensatisfactionandbrandloyalty
AT atenarahehagh theroleofemotionalstructuresintherelationshipbetweensatisfactionandbrandloyalty
AT davoodghorbanzadeh roleofemotionalstructuresintherelationshipbetweensatisfactionandbrandloyalty
AT atenarahehagh roleofemotionalstructuresintherelationshipbetweensatisfactionandbrandloyalty
_version_ 1721213582046134272