Impact of Antecedents of Brand Attachment on Brand Loyalty through Consumer Brand Engagement: Evidence from Some Selected Restaurants in Chattogram

Abstract

The objective of the study is to examine the impact of antecedents of brand attachment on brand loyalty through consumer brand engagement through the application of attachment theory. While various researches examined the impact of different constructs on brand loyalty, the combined effects of antecedents of brand attachment and consumer brand engagement as mediators are under-researched. Using a non-probability convenience sampling and a 7-point Likert scale self-administered questionnaire the study surveyed 520 customers who experienced the services of selected six restaurants in Chattogram. The study has confirmed six hypotheses through AMOS 26 and five mediation hypotheses through the Hayes process micro 4.2. The results specify that brand attachment and consumer brand engagement are direct predators of brand loyalty. Consumer brand engagement is the successful mediator of the associations of brand attachment.  These findings provide valuable contributions to academicians and managers; it established three new links between consumer brand engagement with brand attachment, consumer brand engagement with brand loyalty, and brand attachment with brand loyalty. These links will enlighten the literature and confirm that engaged customers are easily inclined to be attached and loyal to the brand, and emotionally and  psychologically attached customers turn out to be brand loyal.