E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 4, Issue 3, 2024

From Feeling to Fidelity: Exploring the Role of Emotional Structures on Brand Satisfaction and Loyalty

Author(s): Zabala Judmar D, Roque Aaron Joseph, Cristobal Sannelyn, Cortes Mark Lester Daxen, Lazaro Bryan Louis G

DOI: https://doi.org/10.62225/2583049X.2024.4.3.2823


This study examined the relationships between four variables: BS AVE, EBA AVE, BL AVE, and BLO AVE. A correlation matrix was used to assess the strength and direction of these relationships. Pearson's r correlation coefficient was used to measure the strength of the relationships, and p-values were used to assess their statistical significance. The results showed that all of the correlations were statistically significant (p < .001). The strongest correlation was between BS AVE and BL AVE (r = .902), followed by the correlation between BS AVE and EBA AVE (r = .856), and the correlation between BL AVE and BLO AVE (r = .851). The correlation between EBA AVE and BLO AVE (r = .802) was the weakest. These findings suggest that there are strong positive relationships between all four variables. The strongest relationship is between BS AVE and BL AVE, which suggests that these two variables are the most similar. The weakest relationship is between EBA AVE and BLO AVE, which suggests that these two variables are the least similar.

Keywords: Feeling to Fidelity, Emotional Structures, Cavite

Pages: 569-574

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