Factors Affecting Brand Loyalty: A study in an emerging market on fast moving consumer goods

Abstract

Factors Affecting Brand Loyalty: A study in an emerging market on fast moving consumer goods Indian Institute of Management BangaloreBrand loyalty is a topic of interest both to academicians and practitioners involved with marketing. The concept of relationship marketing has its underpinnings in brand loyalty. In consumer products, typically fast moving consumer goods (FMCG), there are a host of complexities, that affect brand loyalty. The very concept of loyalty seems to have become a dynamic one with the marketing literature presenting different aspects of the concept. This study examines the combined effects of brand benefits, brand symbolism, brand trust, genetic influence and price consciousness of consumers on brand loyalty for toothpaste product category. Data from a random sample of four hundred and forty four consumers in India confirm significant influence of brand functional benefits, brand trust, price consciousness, and genetic influence on brand loyalty. Results suggest that marketers would have to balance the traditional axiomatic views of brand loyalty with the emerging dimensions of brand migration in a competitive context. This research paper explores factors closely related to the management of brand loyalty and could offer insights to practitioners of marketing. It also offers a framework, that reflects the implications of the study to marketing practice with regard to management of brand loyalty.

Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs

“…However, the literature still reveals some common denominators, as most researchers agrees that brand loyalty can be either true or spurious (Day, 1996;Lin, 2010;Iglesias et al, 2011;Kumar and Advani, 2005). While spurious loyalty is driven by situational circumstances such as price and convenience (Iglesias et al, 2011), true brand loyalty holds some indicator of previous psychological and affective attachment to the brand (Lin, 2010).…”

“…At this time, brand loyalty was measured using factors such as purchase sequences, percentage of total purchases, and purchase probability (Kumar and Advani, 2005;Kabiraj and Shanmugan, 2011;Iglesias et al, 2011). This notion led to a focus on price, functionality, and quality when marketing products and services, with the expectation that customers would develop a repeated purchase pattern if these factors met the customer's criteria.…”

How Older Consumers’ Perceived Ethicality Influences Brand Loyalty

“…Brand loyalty is a strong commitment by a consumer to purchase or repeatedly purchase a product, or use a brand or service consistently, without influence from situational factors or the marketing of a competitor's product (Lin, Wu, & Wang, 2000;Oliver, 1999;Reichheld & Sasser, 1990). This behavior aligns with the main objective of a marketing strategy, that is, to encourage consumers to continue to buy a particular brand in the future (Kumar & Advani, 2005;Reichheld & Schefter, 2000). Chaudhuri and Holbrook (2001) divided brand loyalty into two dimensions: behavioral loyalty and attitudinal loyalty.…”

Pengaruh Kualitas Layanan Dan Kepuasan Pelanggan Pada Loyalitas Pelanggan Di Restoran Pizza E-Birra

“…Loyalitas merek bisa diindikasikan dari sikap terhadap merek tersebut dan kebiasaan (Jacoby & Kyner, 1973), namun secara konseptual berbeda dari sikap atau kebiasaan, karena bisa dikatakan bahwa loyalitas adalah salah satu cara konsumen bisa mengungkapkan kepuasannya terhadap kinerja dari suatu produk atau layanan yang diterima (Bloemer & Kasper, 1995;Delgado-Ballester & Luis Munuera-Alemán, 2001) Pada awalnya, di area pemasaran, loyalitas merek menjadi salah satu area yang menarik untuk diteliti dalam lingkup akademik untuk pertama kalinya melalui penelitian yang dilakukan oleh (Copeland, 1923) yang diulas dalam penelitian (Kabiraj & Shanmugan, 2011), dengan pemahaman bahwa loyalitas merek terdapat hanya pada level behaviouralperilaku (Maheshwari, Lodorfas &Jacobsen, 2014). Tetapi loyalitas mereka hanya sebatas diukur dengan menggunakan faktor seperti urutan kejadian sebelum terjadinya pembelian, persentase besarnya pembelian serta kemungkinan pembelian (Iglesias, Singh & Batista_Foguet, 2011;Kabiraj & Shanmugan, 2011;Ramesh Kumar & Advani, 2005) Didalam penelitian Hansory & Dharmayanti (2014), Oliver (1999) mengartikan customer loyalty sebagai komitmen yang mendalam dari konsumen untuk membeli kembali atau berlangganan atas produk/jasa yang disukai secara konsisten di masa depan, sehingga menyebabkan pembelian merek yang sama, meskipun ada pengaruh situasional dan upaya pemasaran yang menyebabkan potensi untuk beralih. 4 tahap dari loyalty yaitu; a).…”