BRAND COMMITMENT AND BEHAVIORAL LOYALTY: WHAT IS THE RELATIONSHIP ? EMPIRICAL STUDY

Abstract

The objective of this study is to determine the direct and indirect consequences of consumer’s commitment to the brand, which is recognized as an essential ingredient of successful long-term relationships. In order to achieve this main objective, a questionnaire was administered to a sample of smartphone users. The exploratory and confirmatory analysis attests to the reliability and validity of the measurement scales, and the descriptive and explanatory analyses of the results, using the regression method, allowed us to determine that the commitment represents a main antecedent to the brand repurchase.