This work aims at highlighting the contribution of the role of emotions in the formation and preservation of the relationship between the consumer and the brand. In fact, now, a firm that wants to conquer and keep its customers’ base is expected to invest at the level of the emotional value that it has to give to its brand. Thus, the fact of eliciting the emotions of consumers has become a challenge to develop a close emotional and behavioural resistance to change. An experimental phase was conducted for a sample of 400 consumer brand of mobile phones. The results show that certain emotions can develop a relationship of loyalty to a brand.
Key words: Brand, emotion, emotional attachment, commitment, loyalty.
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