Impact of brand loyalty and online impulse buying on the consumer’s attitude towards the brand


Abstract:

This study aimed to analyze the impact of brand loyalty and impulse buying online on the consumer’s attitude towards the brand. For this, a cross-sectional, quantitative and analytical study was carried out, based on a non-probabilistic sample of 890 young people living in Portugal. The data were collected through a digital questionnaire from October 2019 to January 2020. A linear regression model was estimated to verify whether brand loyalty and impulse buying online are pbkp_redictors of the consumer’s attitude towards the brand. The results show that the independent variables are pbkp_redictors of the consumer’s attitude towards the brand. Finally, the value of R2 shows that these pbkp_redictors Adjusted represent 25.5% of the consumer’s attitude towards the brand. In conclusion, brand loyalty and impulse buying online are dimensions with a decisive and positive role in the consumer’s attitude towards the brand.

Año de publicación:

2020

Keywords:

  • consumer
  • Online impulse buying
  • Brand loyalty

Fuente:

scopusscopus

Tipo de documento:

Article

Estado:

Acceso restringido

Áreas de conocimiento:

  • Comportamiento del consumidor

Áreas temáticas:

  • Dirección general
  • Publicidad y relaciones públicas
  • Economía