奥利弗的(1999年)以后的工作,建立消费者的忠诚是一种强烈的承诺回购的产品或服务的消费者以一致的方式,基于先前的判断,消费者举行,由客户和进一步使该组织的行为和态度的身份和品牌形象。消费者态度有几个组成部分。首先，认知部分建立了产品或服务的理性吸引力，在这种吸引力中，消费者根据其认为满足消费者需求必不可少的特征做出决策。情感成分是消费者与服务建立的情感联系，如通过购买特定品牌来满足社会或地位的需求。最后，消费者态度的认知成分是那些与消费者行为模式相关的(Rowley and Dawes 1999)。认知成分是基于消费者先前形成的行为模式，例如享乐主义购买者和功利主义购买者之间的区别。享乐行为模式是指消费者基于接受特定情感需求的能力来购买产品，比如社会满意度。功利主义的购买者关注的是产品的物理需求，即满足客户必要的购买意图中的缺口的能力。这是进一步建立了春,戴维斯(2006),在那里消费者忠诚行为和态度方面包含强大的内在特征由消费者的需要和组织的能力相比,这些需求,进而形成消费者对品牌的态度和行为。然而，消费者的感知和品牌忠诚度不仅受行为和态度的影响，还受对品牌及其关联价值的认知的影响(Jones and Taylor 2007)。在这种情况下，态度和行为固然重要，但顾客也可能倾向于对所接受的服务或产品所付出的价格进行认知评估，这是消费者感知价值的基础。
Oliver’s (1999) later work established that consumer loyalty is a strong commitment of the consumer to repurchase the product or service in a consistent manner, based on the previous judgements that the consumer held, which are further enabled by both the customer’s and the organisation’s behaviours and attitudes towards the brand’s identity and image . Consumer attitudes have several components. First, the cognitive component establishes the rational appeal of a product or service, where the consumer makes a decision based on characteristics the consumer determines to be imperative to filling a consumer need. The affective component is established as the emotional connections a consumer develops with the service, such as fulfilling a social or status need by purchasing a particular brand . Lastly, the cognitive components of consumer attitudes are those that are relative to the consumers’ behavioural patterns (Rowley and Dawes 1999). Cognitive components are based on the consumer’s previously formed behaviour patterns, for example the difference between a hedonic and utilitarian purchaser. A hedonic behaviour pattern is where a consumer purchases a product based on the ability to receive a particular emotional need, such as societal satisfaction (Rowley and Dawes 1999). A utilitarian purchaser focuses on the physical needs of a product’s ability to fulfil a gap in the customer’s necessary purchase intentions. This is further established by Chun and Davies (2006), where consumer loyalty as a behavioural and attitudinal aspect contains strong intrinsic characteristics built by the needs of the consumer and compared to the ability of the organisation to deliver towards these needs, which in turn develops the consumer’s attitudes and behaviours towards a brand. Yet consumer perception and brand loyalty is not only directed by behaviours and attitudes, it is also built by cognition of the brand and its associative value (Jones and Taylor 2007). In this, while attitudes and behaviours are important, the customer also may be inclined to cognitively assess the price that has been paid against the service or product received, which is the basic foundation of consumer’s perceived value.