Brand Loyalty Determinants in the Context of a Soft Drink Brand

Abstract

Purpose: Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty. Originality/value: We explored perceived quality, brand awareness, brand personality, and brand love as brand loyalty determinants. In this sense, the focus of this study was to analyze the impact of some brand loyalty determinant constructs. Design/methodology/approach: The study was implemented by means of a survey, applied to 284 customers of a soft drink brand from Northeast Brazil that was acquired by one of the biggest soft drink producers in the world. Data were analyzed through multivariate statistics and applying structural equation modeling technic. Findings: It was possible to evidence that there is a positive relation between the constructs brand awareness and perceived quality and positive influence of brand personality over brand awareness, as well as perceived quality over brand love. Also, evidence showed that brand love influences brand loyalty and that consumption level is a meaningful moderator of this relation.

What Really Drives Loyalty in the Fast-Moving Consumer Goods Market?

“…Further, perceived quality is shown to have a positive relationship with consumer trust (Abdelmawgoud & Abdelnaby, 2020;Cuong, 2020). Fortes et. al.…”

“…The survey was conducted between March 2022 and May 2022 with a total of 236 respondents. Although this is not a very high number (which may be considered a limitation of our study), it corresponds to the average number of respondents ( 246) in similar studies aiming to reveal other aspects of customer loyalty: 300 respondents (Bianchi, 2015); 151 respondents (Chinomona, 2016); 284 respondents (Fortes et al, 2019); 300 respondents (Sudari et al, 2019); 290 respondents (Kurnianingsih & Riorini, 2021); 151 respondents (Hudaya et al, 2021). Sample used in our research is considered to be sufficient for deriving robust results using partial least squares analysis, which is design to produce reliable results from a relatively small samples (Vinzi et al, 2011).…”

“…Indeed, consumers buy products from trusted brands more often because the perceived risk associated with choosing or purchasing them is lower (Atulkar, 2020). Relatedly, in a study of consumer loyalty in the soft drinks market, Fortes et al (2019) claim that customers who buy branded products more frequently and build trust in the brand will be more resistant to negative situational influences and competitors' marketing efforts.…”

Influence of Perceived Quality and Brand Awareness on Brand Loyalty: Examining the Mediating Role of Brand Trust Within Biscuit Industry in Sri Lanka

“…At the same time, Brand Loyalty is identified as an essential factor for profit generation in cost-effective and sustainable companies (Limpasirisuwan & Donkwa, 2017;Moisescu & Allen, 2010;Molinillo, Ekinci & Japutra, 2017;Vera & Trujillo, 2017). Therefore, it has become an emergent requirement in the current marketing arena to investigate the factors effecting Brand Loyalty (Fortes, Milan, Eberle and Toni, 2019). Aaker (1991) has proposed that perceived quality, brand awareness and brand association are found to be significant with regard to the impact on brand loyalty.…”

Relationship between brand and dealer loyalty in the agricultural equipment market

“…Dealers provide most of these services. Industry reports show that dealership plays a critical role in achieving customer loyalty to the agricultural capital equipment brands sold in the market (Ag Equipment Intelligence, 2018), and customer loyalty is crucial for companies' profitability (Fortes et al, 2019).…”