Purpose – In this paper we examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioral loyalty.Design/methodology/approach – this paper is based on exploratory and confirmatory studies that provide a...

While existing research has extensively investigated Muslim consumers’ reactions to international brands, there is limited scholarship exploring their perceptions of brands from other Muslim countries. This study aims to elucidate the intention to purchase Turkish products among Tunisian...