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 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 OUT OF HOME ADVERTISING AND CONSUMER BUYING BEHAVIOUR OF SELECTED FAST MOVING CONSUMER GOODS IN LAGOS STATE, NIGERIA

2021 ◽  
Vol 8 (1) ◽  
pp. 58-69
Author(s):  
Ulaikere Aihumenki – Okhai ◽  
◽  
Thomas Egwuonwu ◽  
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Sampling Technique ◽  
Developed Countries ◽  
Fast Moving Consumer Goods ◽  
Lagos State ◽  
Buying Behaviour ◽  
Almost All ◽  
Positive Effect ◽  
Structured Questionnaire

Fast Moving Consumer Goods are products that are required by almost all users in their day today life. The advertisements for these products need more attention in terms of creating responsiveness among the consumers for their purchase decision. However, consumers are bombarded with lots of information through multiple media like newspapers, magazines and internet but remain engaged from time to time hence lack time to update themselves. This has made it difficult for advertisers to trap consumers hence resort to outdoor messages to reach the target people. Extant studies on the out of home advertising have attempted to elucidate on the challenges of advertising and the attendant supposed solutions, conversely, most of the extant research focus more on developed countries than developing countries such as Nigeria. Hence, this study examined the effect of Out-of-Home Advertising on consumer buying behaviour of selected fast moving consumer goods in Lagos State, Nigeria. Survey research design was adopted for the study. The population of the study consists of individuals living in Lagos State with total number of 2,556,300 and with the sample size of 520 derived from Taro Yamane method. Data was collected using self – administered structured questionnaire and validated for a response rate of 93.4%. Cronbach Alpha reliability for major constructs had an average of 0.80. Random sampling technique was used. The data collected was analysed using simple linear regression. Findings revealed that there is a strong positive and significant relationship between Out-of-Home Advertising and consumer buying behaviour(β= 0.834; R2= 0.695; t(520) = 33.225; p>0.05). The study concludes that Out-of-Home Advertising has significant and positive effect on consumer buying behaviour and recommends that the study findings led to the recommendations that producers of fast moving consumer goods should focus more on out of home advertising such as use of billboards as opposed to other forms of media like T.V and Radio to help boost consumption and sale of their products. The study also recommends marketers of FMCGs to enhance the knowledge and awareness of consumers with regard to existence and location of billboards.

scholarly journals Influence of Celebrity Endorsement on Consumers’ Buying Behavior of Fast Moving Consumer Goods in Kathmandu

2018 ◽  
Vol 2 (1-2) ◽  
pp. 1
Author(s):  
Aradhana Pokharel ◽  
Binit Pradhan
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Positive Impact ◽  
Descriptive Analysis ◽  
Dominant Factor ◽  
Kathmandu Valley ◽  
Celebrity Endorsement ◽  
Buying Behavior ◽  
Promotional Strategy ◽  
Fast Moving Consumer Goods

<p>This paper explores the influence of celebrity endorsement on consumers’ buying behavior of Fast Moving Consumer Goods (FMCG). It aims to analyze the influence of celebrities’ attributes (attractiveness, expertise, trustworthiness, popularity) on the buying behavior of people living in Kathmandu valley. The entire information are collected using structured questionnaire from one hundred and fifty respondents in Kathmandu valley. The results of descriptive analysis reveal that celebrity endorsement does have positive impact on buying behavior of majority of people. It has also been identified from the study that respondents ranked brand as the most dominant factor influencing their buying behavior whereas they ranked celebrity endorsement as forth priority. The result of inferential analysis reveals that significant relationship exists between celebrities’ attributes and purchase intension of FMCG. Since Nepali FMCG companies are in dire need of good promotional strategy, this study provides useful insight to FMCG companies and marketers in Nepal.</p><p>Journal of Business and Social Sciences Research, Vol. 2, No. 1 &amp; 2, pp. 1-14</p>

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.

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