Brand Loyalty and Emotional Attachment: An Exploration of Psychological Factors

Abstract

Brand loyalty and emotional attachment have emerged as critical dimensions within consumer behaviour and marketing research. This paper delves into the intricate interplay between psychological factors and their impact on fostering brand loyalty and emotional attachment among consumers. By examining the underlying cognitive processes, emotional responses, and social influences, this review aims to provide a comprehensive understanding of how brands can establish enduring connections with their customers. The review draws on an extensive body of literature, highlighting theories, empirical studies, and practical implications that shed light on the complex dynamics of brand-consumer relationships. Keywords: brand loyalty, emotional attachment, consumer behaviour, psychological factors, cognitive processes.