The consumer loyalty as a social attitude

Abstract

The consumer behavior is analyzed as a form of social behavior and the phenomenon of loyalty is considered as an attitude for this form of behavior. Loyalty is proposed to be defined as a positive attitude towards brand consumption. The consumer loyalty was studied in groups of car owners, mobile phone users and mobile network subscribers (N = 201). The main method of the study was structural equation modeling (SEM). Based on associative evaluation theory of attitudes a new multifactor model of the consumer loyalty is proposed.