Search

Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand

Customer loyalty is a broad, multidimensional concept that encompasses behaviors and attitudes that favor a certain brand, retailer, or player over the competition (Castaldo, 2024; Belli et al., 2022; Watson et al., 2015). It follows then that to fully grasp the nature of customer loyalty, we need to analyze both behavioral dimensions, such as repeat purchases, and attitudinal dimensions, which include ...