... with other cognitive aspects (value equity, brand equity and relationship equity). Practical implications The managers of the banks should make every effort to make the visit of their customers as pleasant as possible as the emotional responses of customers have a significant impact on the formation...

...., value equity, brand equity, relationship equity on loyalty intentions was investigated by further exploring the moderating effects of negative and positive emotions. A sample of 834 Pakistani consumers in the supermarkets and banking industries was studied employing store-intercept survey design...