How Older Consumers’ Perceived Ethicality Influences Brand Loyalty

Alvin Eryandra, Bertina Sjabadhyni and Martina Dwi Mustika

SAGE Open, 2018, vol. 8, issue 2, 2158244018778105

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.

Keywords: brand affect; brand loyalty; consumer perceived ethicality; older adult consumers (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:8:y:2018:i:2:p:2158244018778105

DOI: 10.1177/2158244018778105

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