In studies on consumer behavior science, it is argued that brand affect, consumer satisfaction, and disconfirmation influence brand loyalty. This study aims to investigate whether the interaction of brand affect and cognition predicts brand loyalty in older adult consumers if consumer satisfaction is considered. A group of 344 older adult consumers participated and a mediated moderation analysis of the data was used to test our hypotheses. The results showed that consumer satisfaction increased the relationship between brand affect and brand loyalty in older adult consumers. However, disconfirmation did not influence that relationship. It can be concluded that the loyalty of older adult consumers toward a brand was more likely to be influenced by their affection than their cognition. Therefore, marketers should design products that better satisfy this population group and create loyalty to the product through enhancing affect connections.

This research investigated factors that influence the positive brand experiences of older consumers that lead them to be loyal to the product. Data were collected using a paper-based survey, and 362 older consumers participated in the research. Using path analysis, the results suggested that the relationship between brand experience and brand loyalty was stronger when the experience of older consumers predicted their loyalty through affectivity and trust. This research provided evidence that the consumer and brand relationship could be explained using the triangular theory of love and the theory of planned behavior. It can be concluded that the affection and trust of older consumers are essential. Thus, their experience of the product leadsto loyalty.