THE RELATIONSHIP BETWEEN BRAND IDENTIFICATION, BRAND TRUST, BRAND COMMITMENT AND BRAND LOYALTY: EVIDENCE FROM SUPERMARKET STORE FOOD BRANDS

Abstract

This study aims at examining the relationship between brand identification, brand trust, brand commitment and brand loyalty among supermarket store brands. The study is located within a quantitative research paradigm, using a cross-section survey design through a convenience sampling method. The target population comprised male and female students from one university. 650 students were targeted, of which 499 agreed to participate and complete the questionnaire. The results of the Spearman’s correlation coefficients show strong (significant) positive linear relationship between brand identification and brand loyalty, trust and loyalty, commitment and loyalty. The regression analysis showed significant predictive relationships between brand identification and brand loyalty (p<0.01), brand commitment and brand loyalty (p<0.01) and brand trust and brand loyalty (p<0.01). The three independent variables (brand identification, brand trust and brand commitment), therefore, positively influence the dependent variable (brand loyalty). This research reinforces previous areas of research, which show the value of the influence of brand identification, brand trust and brand commitment of store brands on brand loyalty. The study may provide valuable insights to practitioners and management of supermarket chains in South Africa on the role of brand identification, brand trust and brand commitment of supermarket store brands on brand loyalty. 

Keywords

• Store brands
• Brand identification
• Brand trust
• Brand commitment
• Brand loyalty.

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