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

2005 ◽  
Vol 4 (2) ◽  
pp. 251-275 ◽  
Author(s):  
S. Ramesh Kumar ◽  
Jai Yashwant Advani
Keyword(s):  
Consumer Goods ◽  
Brand Loyalty ◽  
Fast Moving ◽  
Emerging Market ◽  
Factors Affecting ◽  
Fast Moving Consumer Goods

scholarly journals Celebrity Endorsement in Social Media to Enhance Brand Image & Brand Loyalty

2019 ◽  
Vol 5 (1) ◽  
pp. 19
Author(s):  
Tyara Citra ◽  
Magda Harahap
Keyword(s):  
Social Media ◽  
Consumer Goods ◽  
Brand Loyalty ◽  
Small Businesses ◽  
Fast Moving ◽  
Brand Image ◽  
Comparative Approach ◽  
Celebrity Endorsement ◽  
Fast Moving Consumer Goods ◽  
Celebrity Endorser

Today, many companies used social media as their marketing tools, small businesses even use social media as their core platform to market their products or services, as for big companies are using it to create their brand image and directly engage with their audience. Celebrity is also perceived to be more credible and trustworthy to be representing a brand that is specifically matched with the celebrity’s image. The first purpose of this paper is to therefore understand the strategy and implementation of using a celebrity endorser through social media activities to enhance brand image and brand loyalty of a fast-moving consumer goods brand. Additionally, this paper is using a comparative approach by comparing in total of ten similar studies conducted to gain insights about celebrity endorsement, social media, brand image and brand loyalty. The paper concludes by discussing the implications of the study based on previous studies and pre-research conducted that can be applied by industrial practitioners to help them achieve their marketing objectives. Keywords: Social media, celebrity endorsement, brand image, brand loyalty

scholarly journals Self-congruence theory: Factors affecting brand loyalty in fast-moving consumer goods industry

2021 ◽  
Vol 7 (01) ◽  
pp. 1-12
Author(s):  
Nurul Aini ◽  
Augusty Ferdinand
Keyword(s):  
Consumer Goods ◽  
Brand Loyalty ◽  
Fast Moving ◽  
Positive Impact ◽  
Customer Engagement ◽  
Brand Identification ◽  
Fast Moving Consumer Goods ◽  
Congruence Theory ◽  
Brand Attractiveness ◽  
Positive Effect

This study aims to formulate a conceptual model for analyzing several variables on customer engagement and brand loyalty, especially in the fast-moving consumer goods (FMCG) industry. The self-congruence theory used in this study will go through the value of congruity, brand attractiveness, and customer-brand identification. The study uses structural equation modeling with samples of 105 respondents. The result is value congruence has a positive effect on brand attractiveness and customer brand identification. Customer engagement has a positive impact on customer brand identification. Brand attractiveness has a positive impact on customer brand identification and brand loyalty. Also, customer brand identification has a positive effect on brand loyalty.

scholarly journals Buying Behaviour and Preferences of Consumers with Reference to Fmcg Goods in North Coastal Andhra Pradesh

2020 ◽  
Vol 4 (8) ◽  
pp. 5-15
Keyword(s):  
Consumer Goods ◽  
Brand Loyalty ◽  
Fast Moving ◽  
Andhra Pradesh ◽  
Consumer Preferences ◽  
Secondary Data ◽  
The North ◽  
Rural And Urban ◽  
Fast Moving Consumer Goods ◽  
Buying Behaviour

The world has become a village and many MNCs have entered Indian operations as it is an attractive destiny for the burgeoning middle class with its increase in disposable income. This competition opened the new doors and ways to face the challenges encountering from FMCG Markets. There are many studies that analyse the consumer brand loyalty towards FMCG products, consumer buying behaviour and brand loyalty of the fast moving consumer goods in the rural markets, the contribution of FMCG goodsin economy of country, factors influencing demand of FMCG goodsamong people. Also there are studies that analyses the purchase behaviour of the male and female separately towards the FMCG goods. But no study has been done on buying behaviour of consumers in FMCG sector in the North Coastal Districts of Andhra Pradesh. Hence this Research Paper concentrated on North Coastal Andhra Pradesh Consumers and their buying behavior. The study of consumer preferences towards fast moving consumer goods relates to the buying preferences of FMCG products based on product attributes, price, quality etc. Before finalizing on the questionnaire a pilot study was carried out. This was to primarily check on the accuracy of the questions used in the survey. Field survey was carried out. This questionnaire was administered to 150 respondents. This Article is done with help of both sources like primary and secondary data. Articleconnected with the three districts of North Coastal Andhra Pradesh and consumers were selected both from rural and urban locations in each district.

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.

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