Abstract
In the fast food industry, a variety of brands compete for consumer preference and loyalty. However, the factors driving the loyalty, especially in an emerging market need examination. This study adapted Şahin, Zehir and Kitapçı’s (2012) repurchase model to examine the consumer-related (brand experience, preference and satisfaction) and brand-related (brand popularity) factors impacting two dimensions of loyalty (attitudinal and behavioural). Data from 717 emerging market consumers using quantitative methods and a non-probability judgmental sampling, revealed through structural equation modelling that brand preference, satisfaction and popularity influenced behavioural loyalty through attitudinal loyalty.