Relationship Between Emotional Attachment and Attitudinal Loyalty: Evidence From the Dairy Industry

Abstract

In today's business environment marked by competition between firms, enhancing customer attitudinal loyalty is a key goal for both marketers and practitioners. A way to achieve this goal is to enhance customer satisfaction. This is why this paper investigated the role of emotional brand attachments in enhancing brand loyalty in the Moroccan dairy industry. The research data were collected using an on-line questionnaire administered among consumers of dairy products. The partial least squares method was employed for data analysis, using the SmartPLS software. The results reveal that emotional attachment directly, positively and significantly influence on consumer attitude toward dairy brand, dairy brand preference, and consumer purchase intentions. This study guides Sakia's marketer through the process of building consumer loyalty toward the brand.