Modeling the Determinants of Brand Loyalty Using PLS-SEM : A Study of Automobile Customers in Emerging Economies

Authors

  •   Sushant Kr. Vishnoi Assistant Professor, Institute of Management Studies, Ghaziabad, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad - 201 009, Uttar Pradesh
  •   Shahid Akhter Professor, Department of Management Studies, Faculty of Management Studies, Jamia Millia Islamia, Jamia Nagar, New Delhi - 110 025
  •   Teena Bagga Professor (Corresponding Author), Department of Management Studies, Faculty of Management Studies, Jamia Millia Islamia, Jamia Nagar, New Delhi - 110 025
  •   Arjun Mittal Assistant Professor, Department of Commerce, Hans Raj College, University of Delhi, Mahatma Hans Raj Marg, Malka Ganj, North Campus, University of Delhi, Delhi - 110 007. Formerly: Assistant Professor, Department of Commerce, Shri Ram College of Commerce, University of Delhi, Delhi -110 007

DOI:

https://doi.org/10.17010/ijom/2023/v53/i12/173352

Keywords:

Affective Loyalty

, Attitudinal Loyalty, Automobile Sector, Behavioral Loyalty, Brand Loyalty, Cognitive Loyalty, Conative Loyalty, Smart-PLS.

Paper Submission Date

, July 10, 2023, Paper sent back for Revision, September 25, Paper Acceptance Date, October 30, Paper Published Online, December 15, 2023

Abstract

Purpose : This research proposition aimed to study the brand determinants that impact brand loyalty within the context of the automobile sector. The predictors of brand loyalty considered for this research study include product quality, service quality, price fairness, brand image, perceived value, customer satisfaction, and brand-switching attitude.

Methodology : The study looked at seven independent latent variables: perceived value, brand image, customer satisfaction, price fairness, service quality, and brand-switching attitude. Additionally, the dependent variable chosen was brand loyalty, which is a result of both behavioral and attitudinal loyalty. The data gathered from 305 respondents via a questionnaire survey was analyzed using SmartPLS.

Findings : According to the study’s findings, several factors were highly predictive of attitudinal loyalty, including customer happiness, price fairness, service excellence, and brand-switching attitude. Additionally, it was discovered that behavioral loyalty and attitudinal loyalty—a product of the conative, affective, and cognitive loyalty triad—were positively correlated.

Practical Implications : The findings of the study suggested that simultaneously mapping marketing messages or communication by marketing managers with cognitive, emotional, and conative loyalty elements could lead to the successful creation of attitudinal loyalty.

Originality : Unlike prior research on brand loyalty, where different brand loyalty determinants were studied in isolation, their impact on both attitudinal and behavioral loyalty is measured. The current work built an exhaustive model to examine the impact of these determinants on the triad of conative, affective, and cognitive loyalty.

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Published

2023-12-01

How to Cite

Vishnoi, S. K., Akhter, S., Bagga, T., & Mittal, A. (2023). Modeling the Determinants of Brand Loyalty Using PLS-SEM : A Study of Automobile Customers in Emerging Economies. Indian Journal of Marketing, 53(12), 27–44. https://doi.org/10.17010/ijom/2023/v53/i12/173352

Issue

Volume 53, Issue 12, December 2023

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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