The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty

The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. research investigates relevant antecedents respondents various industries in chemical emulsion market. quantitative approach SEM-PLS employed run data, whereas data conducted collected field survey. demonstrates robustness direct relationships between constructs model. Moreover, it confirms that quality influences stronger than associations; further perceived value has weakest influence on satisfaction. Authors encourage replicated broader range product categories validate results. ideal should be able implemented generalization. an insight into two-sided role elements during decision process their satisfaction loyalty; moreover, proposed also adds value. With investigation indirect effects among model, this considered new industrial branding; therefore, paper fulfills gap contributes novelty.