How Older Consumers’ Perceived Ethicality Influences Brand Loyalty
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2018-05-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244018778105 |
| _version_ | 1811211006025662464 |
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| author | Alvin Eryandra Bertina Sjabadhyni Martina Dwi Mustika |
| author_facet | Alvin Eryandra Bertina Sjabadhyni Martina Dwi Mustika |
| author_sort | Alvin Eryandra |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-12T05:05:41Z |
| format | Article |
| id | doaj.art-1839434ad3e847fba113db91aa2cbd9b |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-04-12T05:05:41Z |
| publishDate | 2018-05-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-1839434ad3e847fba113db91aa2cbd9b2022-12-22T03:46:53ZengSAGE PublishingSAGE Open2158-24402018-05-01810.1177/2158244018778105How Older Consumers’ Perceived Ethicality Influences Brand LoyaltyAlvin Eryandra0Bertina Sjabadhyni1Martina Dwi Mustika2Universitas Indonesia, Depok, Jawa Barat, IndonesiaUniversitas Indonesia, Depok, Jawa Barat, IndonesiaUniversitas Indonesia, Depok, Jawa Barat, IndonesiaBrand 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.https://doi.org/10.1177/2158244018778105 |
| spellingShingle | Alvin Eryandra Bertina Sjabadhyni Martina Dwi Mustika How Older Consumers’ Perceived Ethicality Influences Brand Loyalty SAGE Open |
| title | How Older Consumers’ Perceived Ethicality Influences Brand Loyalty |
| title_full | How Older Consumers’ Perceived Ethicality Influences Brand Loyalty |
| title_fullStr | How Older Consumers’ Perceived Ethicality Influences Brand Loyalty |
| title_full_unstemmed | How Older Consumers’ Perceived Ethicality Influences Brand Loyalty |
| title_short | How Older Consumers’ Perceived Ethicality Influences Brand Loyalty |
| title_sort | how older consumers perceived ethicality influences brand loyalty |
| url | https://doi.org/10.1177/2158244018778105 |
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