Understanding brand loyalty in relation with brand affect and brand commitment: Evidence from oral care segment

Abstract

Purpose- The purpose is to examine the relationship among brand affect; brand commitment; attitudinal loyalty and behavioral loyalty for oral care segment with special reference to Delhi and NCR. Methodology: For achieving the objective the theoretical model was tested with the help of SEM. Research scale were adopted from literature and were modified for suitability. Data was gathered from 250 respondents, 83 percent response rate was recorded, using anonymously completed questionnaire. Before undertaking the analysis; pilot testing was done followed by exploratory factor analysis; reliability and validity testing; and mediation analysis was also assessed. Findings: The result indicated that, for oral care segment, brand affect have a significant influence on both attitudinal and behavioral loyalty via brand commitment. It has been concluded that brand commitment has significant impact on behavioral loyalty. Even in the low involvement category (oral care segment), consumer purchase on the basis of attached attributes of the brand and shows attitudinal loyalty has a strong and positive influence on behavioral loyalty. This study makes an attempt to explain how all these variables are interlinked and their inter-relationship. Originality: Majority of consumer behavior research has been performed in high involvement products on the other hand very limited research is available on the oral care segment. This study tries to fill this void.