The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

Dang Lang, Le; Behl, Abhishek; Guzmán, Francisco; Pereira, Vijay; Del Giudice, Manlio

Abstract

Purpose
Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.

Design/methodology/approach
This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.

Findings
The study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.

Originality/value
This is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

Citation

Dang Lang, L., Behl, A., Guzmán, F., Pereira, V., & Del Giudice, M. (2023). The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market. International Marketing Review, 40(1), 127-153. https://doi.org/10.1108/IMR-06-2021-0200

• Journal Article Type: Article
• Acceptance Date: Jul 16, 2022
• Online Publication Date: Dec 2, 2022
• Publication Date: Feb 27, 2023
• Deposit Date: Jul 11, 2024
• Journal: International Marketing Review
• Print ISSN: 0265-1335
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 40
• Issue: 1
• Pages: 127-153
• DOI: https://doi.org/10.1108/IMR-06-2021-0200
• Public URL: https://keele-repository.worktribe.com/output/855975