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:
Tipo de documento:
Article
Estado:
Acceso restringido
Áreas de conocimiento:
- Comportamiento del consumidor
Áreas temáticas:
- Dirección general
- Publicidad y relaciones públicas
- Economía