Determinants of consumer’s loyal behaviours within the retail context: the role of brand identification This study develops and tests a new theoretical framework allowing to analyse consumer loyalty in an extensive perspective. We assess that brand loyalty can be supported by firms through spreading values and beliefs able to create brand identification and sense of sharing among consumers. Furthermore we capture the complex structure of consumer’s loyal behaviours by introducing a new construct. To do this we extend the Theory of Reasoned Action improving its predictive ability with a new dimension able to measure consumer’s brand identification. We also check for actual behaviours through the specific variable named brand related behaviours. Within this frame we estimate the influence of brand identification on consumer’s intention to act in favour of the retailer and, therefore, on consumer loyalty. The data, coming from a retail context, supports our theoretical proposition. Moreover results offer interesting managerial and theoretical insights and noteworthy research implications. Keywords: brand identification, consumer loyalty, retail context.