African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The role of the emotion felt towards a brand in the development of the behaviour of loyalty: An application in the sector of mobile phones in Tunisia

Ghali  Zohra
Department of Management Sciences, Faculté des sciences économiques et de gestion de Tunis, BP. 30°N. Soliman 8020. Nabeul. Tunisie
Email: [email protected]

  •  Accepted: 01 July 2011
  •  Published: 31 August 2011



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.