Abstract: Brand loyalty encompasses both attitudinal commitment and behavioral patterns, yet these dimensions may not fully capture customers’ evolving propensity to switch. This study develops an integrative framework for predicting switching intentions from digital interaction patterns and emotional engagement. It brings together research on customer behavior prediction from digital data and evidence that brand experience and emotional attachment are associated with loyalty. The framework treats interaction signals as behavioral indicators and emotional engagement as a relational dimension, considering their joint relevance to switching intentions. By connecting observable digital activity with consumers’ emotional responses to brands, the proposed approach offers a basis for studying loyalty as a dynamic pattern rather than a fixed outcome.

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