Research Domain
The role of emotional structures in the satisfaction-brand loyalty relation
Companies and marketers place a great value on satisfaction and loyalty as crucial and strategic notions in marketing literature. The study of this topic will suggest a gap in the function of emotional constructs in the establishment of customer loyalty, which can begin in a predictable and reasonable sequence of satisfaction. The current study will seek to answer the issue of whether emotional categories such as emotional attachment and love play a mediating role in the optimal order of moving from satisfaction to loyalty. This study chose two product categories: smartphone brands and clothes brands. According to the findings, brand love is the most powerful predictor of brand loyalty. The study validates the role of emotional brand attachment and brand love as mediators in the relationship between brand satisfaction and brand loyalty; it is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transitioning from satisfaction to loyalty is one of the few studies that investigate the role of emotional structures in the form of a brand relational chain in the process of moving from satisfaction to loyalty.
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