The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The … research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the … between the constructs in the model. Moreover, it confirms that rational brand quality influences brand loyalty stronger than …

The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to … offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational … elements of brand experience. Although online brand experience lacks physical presence such as a store, it still has the …

partial least squares method. Findings - The results showed that brand love is the strongest antecedent of brand loyalty and … emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a … study validates the mediating role of emotional brand attachment and brand love in the relationship between brand …