Purpose: This research proposition aimed to study the brand determinants that impact brand loyalty within the context of the automobile sector. The predictors of brand loyalty considered for this research study include product quality, service quality, price fairness, brand image, perceived value, customer satisfaction, and brand-switching attitude.

Methodology: The study looked at seven independent latent variables: perceived value, brand image, customer satisfaction, price fairness, service quality, and brand-switching attitude. Additionally, the dependent variable chosen was brand loyalty, which is a result of both behavioral and attitudinal loyalty. The data gathered from 305 respondents via a questionnaire survey was analyzed using SmartPLS.

Findings: According to the study’s findings, several factors were highly predictive of attitudinal loyalty, including customer happiness, price fairness, service excellence, and brand-switching attitude. Additionally, it was discovered that behavioral loyalty and attitudinal loyalty—a product of the conative, affective, and cognitive loyalty triad—were positively correlated.Practical

Implications: The findings of the study suggested that simultaneously mapping marketing messages or communication by marketing managers with cognitive, emotional, and conative loyalty elements could lead to the successful creation of attitudinal loyalty.

Originality: Unlike prior research on brand loyalty, where different brand loyalty determinants were studied in isolation, their impact on both attitudinal and behavioral loyalty is measured. The current work built an exhaustive model to examine the impact of these determinants on the triad of conative, affective, and cognitive loyalty.

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