Exploring the Determinants and Consequences of Emotional Brand Attachment among Moroccan Consumers

Résumé

This study examines the brand-related and social factors associated with emotional attachment to a preferred brand and the relationships between attachment, loyalty and recommendation among Moroccan consumers. An informal exploratory phase involving 15 consumers informed the questionnaire but is not presented as a stand-alone qualitative study. The online survey was administered only in French from 4 July to 12 September 2023 and yielded 103 usable responses. Variables were measured mainly through observed, single-item, five-category indicators. Ordered logistic regressions were estimated and compared with heteroskedasticity-robust linear models. An indicative sensitivity analysis shows that this sample provides 80% power to detect, under a five-predictor regression approximation, effects of at least f2 = .132; smaller effects may therefore remain undetected. Personality congruence was associated with stronger emotional attachment (OR = 2.57, 95% CI [1.61, 4.10]), as was community participation (OR = 1.74, 95% CI [1.14, 2.65]). Identity congruence was significant in the primary ordered model but less stable in sensitivity analyses. The perceived role of quality and general connection to other consumers showed no significant independent association. Emotional attachment was associated with loyalty (OR = 2.89) and recommendation (OR = 2.03). The findings add exploratory evidence from an underrepresented consumer setting and suggest that enacted community participation may complement established brand-related factors. They do not support causal inference or representative generalisation because of the non-probability sample, preferred-brand framing, single-item measures and cross-sectional design. Replication with larger samples and validated multi-item measures is required.

JEL Classification: M31; D91.

Paper type: Empirical Research