Work

How Older Consumers’ Perceived Ethicality Influences Brand Loyalty

Year: 2018

Type: article

Abstract: 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.

Source: SAGE Open

DOI: 10.1177/2158244018778105

Authors: Alvin Eryandra, Bertina Sjabadhyni, Martina Dwi Mustika

Institution: University of Indonesia

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,600

Funders: Universitas Indonesia, Direktorat Riset dan Pengabdian Masyarakat