Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty

2017 ◽  
Vol 26 (6) ◽  
pp. 631-649 ◽  
Author(s):  
Choukri Menidjel ◽  
Abderrezzak Benhabib ◽  
Anil Bilgihan
Keyword(s):  
Personality Traits ◽  
Consumer Goods ◽  
Brand Loyalty ◽  
Fast Moving ◽  
Brand Trust ◽  
Variety Seeking ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Fast Moving Consumer Goods ◽  
The Relationship

Purpose The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely, consumer innovativeness, variety-seeking and relationship proneness, in the context of fast-moving consumer goods. Design/methodology/approach Data were collected using a survey of 443 consumers. Structural equation modeling, specifically partial least squares regression, was used to test the theoretical model. Findings The findings indicate that brand loyalty is the most affected (both directly and indirectly) by satisfaction through the mediation of brand trust in both product categories studied. Moreover, variety-seeking behavior negatively moderates the relationship between brand trust and brand loyalty for fruit juices. Research limitations/implications This research was conducted in the context of fast-moving consumer goods within a limited geographical region. Future research could apply this model to different contexts and countries. Practical implications Companies that produce fast-moving consumer goods are advised to consider the important role of satisfaction in the generation of trust, which leads to brand loyalty. Originality/value This study proposes and tests a theoretical model that is more comprehensive than the models used in previous studies because it investigates the relationships among satisfaction, trust, loyalty and personality traits. It is the first attempt to examine the moderating effects of consumer innovativeness, variety-seeking and relationship proneness on the relationship between brand trust and loyalty.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1387-1411 ◽  
Author(s):  
Abhishek Dwivedi ◽  
Robert McDonald
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Structural Equation ◽  
Energy Drink ◽  
Consumer Perceptions ◽  
Marketing Communications ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Marketing ◽  
Fast Moving Consumer Goods

Purpose Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods. Design/methodology/approach Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for. Findings Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome. Research limitations/implications The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity. Practical implications An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity. Originality/value A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

2019 ◽  
Vol 9 (1) ◽  
pp. 62-87 ◽  
Author(s):  
Sonia Kataria ◽  
Vinod Saini
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Oral Care ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

An identification of warehouse location in Thailand

2018 ◽  
Vol 30 (3) ◽  
pp. 749-758 ◽  
Author(s):  
Assadej Vanichchinchai ◽  
Songwut Apirakkhit
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Government Regulation ◽  
Transportation Cost ◽  
Freight Rate ◽  
Future Research ◽  
Content Type ◽  
Warehouse Location ◽  
Fast Moving Consumer Goods ◽  
Total Transportation Cost

Purpose The purpose of this research is to identify a province in Thailand where total transportation cost for shipping grocery goods from this province to customers in all other provinces is the lowest. Design/methodology/approach Transportation distances among provinces, freight rate and the number of population in each province were gathered. Total transportation cost was computed by taking distance, tapering freight rate and population including that in original province into account. Findings Based on pre-set assumptions, it reveals that Saraburi province has the lowest total transportation cost. Research limitations/implications This research emphasizes only transportation cost. For future research, other monetary and non-monetary factors such as land, labor, investment incentive, local government regulation should be considered together. Practical implications This is an industry-based research especially for retail and fast-moving consumer goods businesses. Originality/value This practitioner paper is one of the first to identify population, freight rate and distance-based warehouse location which can be determined as a location for Thailand’s logistics hub, particularly for retail or fast-moving consumer goods business in Thailand.

The influence of openness to experience and nostalgia proneness on brand loyalty

2018 ◽  
Vol 15 (4) ◽  
pp. 500-513
Author(s):  
Seniz Özhan ◽  
Nevin Altug ◽  
Eylem Deniz
Keyword(s):  
Personality Traits ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Factor Model ◽  
Five Factor Model ◽  
Joint Effect ◽  
Equation Model ◽  
Openness To Experience ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to examine the joint effect of two composite characteristics –openness to experience (OE) and nostalgia proneness (NP) – on product involvement (PI) and whether brand loyalty (BL) is a result of this PI. Design/methodology/approach In accordance with this purpose, a model suggesting that OE dimension of the five-factor model and NP influences PI and PI influences BL was developed and tested. The data used in the study were obtained from 1,392 participants from the Thrace region of Turkey. The authors use a structural equation model to test and confirm hypothesis. Findings OE influences PI and hence BL. On the other hand, it has been concluded that NP has no significant influence on PI. Research limitations/implications This is the first study to examine the influence of OE, one of the personality traits, and NP on BL. In this study, only OE, which is one of the five-factor personality traits, has been examined. Studies in the future may research the relationship between other personality traits and NP, PI and BL. Practical implications This paper provides managerial insights into why consumers’ personality traits and NP need to be taken into consideration in creating BL. Originality/value To the best of authors’ knowledge, the influence of OE and NP on BL has not been addressed in the current literature. Personality traits and NP are closely related to individuals’ behaviors as a consumer. Understanding the factors that influence consumer purchase decision processes is of crucial importance to managers and researchers alike. The paper is of great value for firms that consider enhance BL.

‘Right to repair’ schemes will boost sustainability

2020 ◽  
Keyword(s):  
Health Outcomes ◽  
Circular Economy ◽  
Consumer Goods ◽  
Fast Moving ◽  
New Products ◽  
Quality Standards ◽  
Economy Model ◽  
Content Type ◽  
Sustainable Products ◽  
Fast Moving Consumer Goods

Significance Extending product life through legislative means will stem the flow of new products and bolster ‘circular economy’ initiatives, whereby materials are diverted from landfill and reused, repurposed or recycled. Impacts Lower demand for new goods will slow the fast-moving consumer goods sector and force it to offer more sustainable products. Product quality standards will rise with environmental awareness, but many firms may have to prioritise cost over quality to stay afloat. Health outcomes will improve when hazardous e-waste is diverted from landfill in a circular economy model. Standardising parts will be near impossible for many sub-sectors to implement given the pace at which technology is developing.

New product performance advantages for extending large, established fast moving consumer goods (FMCG) brands

2019 ◽  
Vol 28 (7) ◽  
pp. 812-829 ◽  
Author(s):  
Jake David Hoskins ◽  
Abbie Griffin
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
New Product ◽  
Product Performance ◽  
Category Scale ◽  
Product Portfolio ◽  
Content Type ◽  
New Product Performance ◽  
Fast Moving Consumer Goods ◽  
Size And Structure

Purpose This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the long-standing proposition that extending a firm’s brand and product portfolio too far is a dangerous proposition that may damage the market performance of the firm’s new product launches. Design/methodology/approach Aspects associated with brand size and structure that may impact new product performance are operationalized along two key dimensions: within-category (scale) and cross-category (scope). The impact of the brand’s scale and scope on the sales performance of newly commercialized products by the brand is empirically investigated in the context of FMCG. Over 2,000 new products launched in 2009 and 2010 across 31 food and non-food FMCG product categories in the USA are included in the regression-based analysis. Findings The authors find strong evidence that brands with broader within-category scale and cross-category scope overall are associated with more successful new product introductions, and that these influences generally are driven more by increased product trial than by repeat or persistence. The authors argue that the higher new product performance observed for more established and proliferated brands may be attributed to advantages of firm product development abilities and product acceptance by the marketplace. Originality/value The current results serve to temper the strong cautions set forth in much of the marketing literature about the dangers of overextending the firm’s brand and product portfolio. These results also suggest that future research should be conducted to further understand more nuanced implications of how best to grow the scale and scope of the firm’s brand and product portfolio.

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