How Older Consumers' Perceived Ethicality Influences Brand Loyalty

Bibliographic Data

ID3377916
AuthorsAlvin Eryandra (0000-0002-3126-7678, University of Indonesia), Bertina Sjabadhyni (0000-0002-4819-6220, University of Indonesia, corresponding author), Martina Dwi Mustika (0000-0001-9888-2096, University of Indonesia)
Year2018
Volume8
Issue2
Pages215824401877810
Publication date2018-04-01
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/2158244018778105
OpenAlexW2804766334
LanguageEN
Citations received1
References cited27

Brand loyalty, that is, a consumer's propensity to purchase a product or a brand continuously, is one factor that can be used to increase a company's profits. Initially, consumers may do some evaluation before they decide whether or not to be loyal to a brand or a product. Previous research suggests that consumer perceived ethicality predicts brand loyalty through brand affect. The aim of this study is to examine if brand affect influences the relationship between consumer perceived ethicality and brand loyalty in Indonesian older adult consumers. This study involved 331 older adult bottled water consumers in Indonesia, who participated by completing a set of questionnaires. Mediation analysis results suggest that brand affect only partially influences the relationship between consumer perceived ethicality and brand loyalty. It can be concluded that a brand's ethicality is a greater consideration than brand affection for older adult consumers to remain loyal toward a brand

Advertising · Brand awareness · Brand extension · Brand Loyalty · Brand management · Business · Mediation · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Marketing

Tools

Open DOISci-HubOpen Access