Marketing of happiness: The role of customer loyalty on happiness

Gina María Pipoli de Azambuja, Gustavo Rodríguez-Peña, Enver Gerald Tarazona Vargas

Research output: Contribution to journalArticle in a journalpeer-review

3 Scopus citations


This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.

Original languageEnglish
Pages (from-to)228-258
Number of pages31
JournalJournal of Promotion Management
Issue number2
Early online date14 Nov 2022
StatePublished - 2023

Bibliographical note

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© 2022 Taylor & Francis Group, LLC.


  • Happiness
  • marketing
  • loyalty
  • attachment style
  • coping style
  • Peru


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