| Abstract [eng] |
This thesis investigates the connection between brand polarization and brand loyalty and different mediating and moderating variables, such as social identity, cognitive dissonance, emotional intensity, and the type of brand. The objective of the research is to explore the role of brand polarization in consumer behaviour especially brand loyalty and the roles of these variables in mediating or moderating between the relationship. This study technique consisted of a survey of 122 people with analysis of data through the PROCESS procedure through SPSS mediation and moderation analysis. The findings demonstrated low levels of relationships, and no significant mediating or moderating effect was noticed using social identity, cognitive dissonance, emotional intensity, or brand type. It was also found that the direct influence of brand polarization on brand loyalty was weak and statistically insignificant. The research indicates that brand polarization might not have such a significant effect on brand loyalty as other variables, including consumer trust and emotional attachment. The study focuses on the significance of individualized strategies of engagement in contemporary consumer behavior. |
