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

Year 2018, Volume: 10 Issue: 2, 166 - 182, 31.12.2018

Manilall Dhurup Pieter Van Schalkwyk Vusemuzi Johannes Tsautse

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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