Measuring brand loyalty of KwaZulu-Natal consumers towards their chicken brand of choice
Schmulian, Mauritz Moses
MetadataShow full item record
Brand loyalty is regularly categorised as one of the most vital drivers for ensuring the long-term sustainability of any organisation. Advantages of having a brand loyal customer base include: lower sensitivity to price increases, lower brand switching intentions, high level of customer word-of-mouth marketing exposure and increased customer profitability. The main focus of this study is to measure the brand loyalty of the Kwazulu-Natal consumers towards their chicken brand of choice using a validated model and its measuring instrument. The model was developed to measure brand loyalty in the fast-moving consumer goods industry but also successfully applied in agriculture, financial services and other industries. The model measures twelve of the most important antecedents influencing brand loyalty, namely perceived value, brand relevance, brand trust, repeat purchase, switching cost, brand affect, brand commitment, involvement, brand performance, relationship proneness, customer satisfaction and culture. The empirical study was conducted amongst 112 consumers in the Kwazulu-Natal Province of South Africa. A convenience sample was used to collect data through a product-specific adapted questionnaire designed to test how strongly each of the twelve antecedents relate to Kwazulu-Natal’s consumer loyalty towards its chicken brand. The sample showed the appropriate adequacy, had low sphericity and were proved to be reliable as measured by Cronbach Alpha coefficients. The empirical results confirm the importance of each brand loyalty antecedent in chicken brands. This study offers a practical guideline to chicken brands regarding the most important brand loyalty influences that should be considered in the implementation of their customer loyalty marketing strategies
Showing items related by title, author, creator and subject.
Kruger, Liezl-Marié; Kühn, Stefanie W.; Petzer, Daniel J.; Mostert, Pierre G. (AOSIS, 2013)Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers ...
Barclay, Helen Jane (North-West University, 2008)The fundamental focus of this study is to discover the perception consumers of developing cultures have of brands and brand value. Markets are highly fragmented and is characterised by factors such as a diversity of cultures, ...
Lues, Heleneze-Tiane; De Klerk, Natasha (Social Sciences Research Society, 2017)The purpose of this study was to determine African Generation Y male and female students' brand loyalty towards their preferred fashion brands. In South Africa, the African Generation Y cohort (individuals born between ...