A study of brand fidelity: Its contribution and impact on the Saudi market
| العنوان: | A study of brand fidelity: Its contribution and impact on the Saudi market |
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| المؤلفون: | Mohammad Naushad, Mohammad Rishad Faridi |
| المصدر: | Innovative Marketing, Vol 17, Iss 4, Pp 13-25 (2021) |
| بيانات النشر: | LLC "CPC "Business Perspectives", 2021. |
| سنة النشر: | 2021 |
| مصطلحات موضوعية: | Marketing, Index (economics), business.industry, media_common.quotation_subject, Economics, Econometrics and Finance (miscellaneous), brand commitment, Saudi Arabia, Fidelity, Marketing. Distribution of products, HF5410-5417.5, consumers, Management of Technology and Innovation, brand love, brand fidelity, business, Psychology, Publication, media_common |
| الوصف: | The paradigm shift caused by disruption of traditional business models and innovation is among some factors which have propelled marketers forward-thinking in emphasizing brand fidelity. It is a novel idea and an innovative approach to understanding the impact of consumers while they demonstrate love and commitment through engagement, subconsciously or otherwise, with respect to cognition and behavior. The current study tested the components/factors of brand fidelity among Saudi consumers. The primary data for the study were collected based on the survey instrument among Saudi consumers. Overall, 446 responses were used to analyze the results. Exploratory factor analysis (EFA) coupled with confirmatory factor analysis (CFA) using IBM SPSS and AMOS were used to analyze the data. All the factors of brand fidelity, namely “accommodation/price”, “accommodation/performance”, “cognitive interdependence”, and “derogation of alternatives”, hold valid in the Saudi context with exploratory factor analysis with a factor loading of each factor above the threshold value of 0.50, and with confirmatory factor analysis with a threshold value of more than or equal to 0.60 for all the factor loadings. The result thus obtained suggests that the brand fidelity scale is valid in the Saudi context. Saudi consumers were found to be highly loyal to their favorite brands. The findings of the study will provide inputs to the companies operating in the Saudi market for their brand-related strategy formulation. Moreover, the paper indicates undermining the power of brand fidelity in improving the bottom line through experience management. AcknowledgmentThis paper was supported by the Deanship of Scientific Research at Prince Sattam Bin Abdulaziz University, Alkharj, Saudi Arabia, under the Specialized Research Grant program with Grant No. 2020/02/17342. |
| اللغة: | English |
| تدمد: | 1816-6326 1814-2427 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::50d3791f08c915558c789da08c0171bb https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15730/IM_2021_04_Faridi.pdf |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi.dedup.....50d3791f08c915558c789da08c0171bb |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 18166326 18142427 |
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