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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 predictors of the consumer’s attitude towards the brand. The results show that the independent variables are predictors of the consumer’s attitude towards the brand. Finally, the value of R2 shows that these predictors 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.