Evolution of brand commitment and its implication on consumer behaviour

  • Zineb EL BAYED National School of Business and Management of Marrakech, Cadi Ayyad University of Marrakech, Morocco


This article explores the concept of consumer commitment in general, as well as brand engagement, which is often confused with other constructs such as brand loyalty, further complicating its understanding. The aim of this article is to improve the theoretical foundations of the concept of brand commitment by developing its definition, the importance of its implications and differentiating it from other concepts. To do this, we have drawn on engagement theory, which emphasizes the idea that engagement with a brand is a dynamic, multidimensional process, and consumer-brand relationship theory, which views the brand as an entity with which consumers can have an emotional connection, mutual trust and long-term satisfaction. Our article focuses on the different dimensions of commitment, namely affective commitment, cognitive commitment and calculated commitment, its evolution over time and its influence on individuals' purchasing behavior. It first examines the cognitive, emotional and behavioral aspects that contribute to the creation of engagement between consumers and a brand. Next, the article explores the evolution of brand engagement over time, focusing on the impact of technological advances on consumer behavior. Finally, this article focuses on the impact of consumer commitment on purchasing behavior. We discuss some of the consequences of commitment: brand loyalty, repurchase intention, and willingness to pay more are all strongly influenced by brand engagement.


Keywords: Brand commitment, digital marketing, engagement theory, consumer-brand relationship theory, , loyalty, repuchase intention, willingness to pay more

Classification JEL : M30, M31, M37

Paper type : Theoretical Research or Empirical Research



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How to Cite
EL BAYED, Z. (2023). Evolution of brand commitment and its implication on consumer behaviour. International Journal of Accounting, Finance, Auditing, Management and Economics, 4(4-1), 379-394. https://doi.org/10.5281/zenodo.8279636