Brand Loyalty- Impact of Cognitive and Affective Variables

Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective variables in the formation of brand loyalty. A questionnaire was administered to 400 shampoo users. A confirmatory analysis was performed to test the conceptual model presented. The results provide a better knowledge about the role played by each factor in brand loyalty formation and emphasises the major role played by affective factors.brand loyalty, repetitive buying behaviour, true loyalty, commitment, brand attachment endogenous rural development, european model of agriculture, traditional agriculture, modern agriculture, multifunctionality

Cultural Syncretism and Ramadan Observance: Consumer Research Visits Islam

With the exception of research by Ger, Sandikci and their collaborators, consumer behavior within Islamic cultures has been little investigated. The present study focuses on Ramadan, the Muslim holy month of fasting and self-denial, as it is observed in modernday Tunisia. We propose that current ritual practices and consumer understsndings of this Islamic tradition represent a syncretic blending of Western and Oriental values amidst a culturally-constructed melange of kinship, capitalism, materialism, ascetism and hedonism

Brand Loyalty: Impact of Cognitive and Affective Variables

Studies on brand loyalty typically focus on the behavioural side ofbrand loyalty or on the attitudinal side. Rare are the studies that examinesimultaneously both components of brand loyalty. The present study wasperformed to describe the conjoint contribution of cognitive and affectivevariables in the formation of brand loyalty. A questionnaire was administered to400 shampoo users. A confirmatory analysis was performed to test theconceptual model presented. The results provide a better knowledge about therole played by each factor in brand loyalty formation and emphasises the majorrole played by affective factors

Exploration of the Concept of Cinephilia in the Context of an Emerging Country: The Case of Tunisia

International audienc

Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the central role of cultural congruency. To explore these aspects, a qualitative study, based on 36 face-to-face interviews with marketing professionals/advertisers and consumers, has been carried out. The results highlight the importance of cultural values for consumers in Arab-Muslim countries, especially when buzz marketing campaigns touch the taboos. Terms used in the advertisement are also decisive in the success of a buzz campaign

Marketing to the (new) generations: summary and perspectives

International audienc