Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty

Customers’ brand loyalty is a complex concept including cognitive, emotional, and behavioral dimensions. Most research on customers’ brand loyalty focuses on conditions (based on relative levels of loyalty, attitudes, and behaviors) or stages of loyalty formation. This study focuses on measurement of the ways loyal customers are committed to the brand, using a tripartite conceptualization, that captures its emotional, cognitive, and habitual...