Measuring the Antecedents of Brand Loyalty in Low-Involvement (Food and Grocery) Product Category

We have investigated the crucial antecedents of low-involvement (food and grocery) brand loyalty (repurchase behavior) in emerging markets. Relationships and patterns were explored through mixed method approach to measure the determinants of repurchase behavior. Responses were gathered from food and grocery shoppers. Brand trust and customer involvement were found to partially mediate the image, satisfaction to loyalty path. Results indicate that consumers’ consumption experience dominates is the repurchase decision along with brand image and habitual shopping. Findings can assist brand managers in understanding the motivational and attitudinal drivers of the food and grocery shoppers and help them design promotional programs to boost repurchase behavior.