IDEAS home Printed from https://ideas.repec.org/a/bdu/oijsmp/v5y2023i2p30-49id2199.html

Understanding the Nexus between Customers Satisfaction with Product Quality and Branding on Consumer Loyalty: The Case of Consumers of Les Brasseries du Cameroun Products in the Buea Municipality

Author

Listed:
  • Stephen Mokondo Moki (PhD)

  • Kingsley Lyonga Ngange (PhD)

  • Nicole Mayuk Mbiatem

Abstract

Purpose: Companies are today struggling for survival in a very competitive business environment. It has become very important for them to identify the factors that influence customers' loyalty to various products and how these factors are connected to the choices consumers make, hence their loyalty to the products they chose. This study examines how often consumers use various Les Brasseries du Cameroun products and test to what extent consumer loyalty depends on consumers' satisfaction with branding and quality of the company's products. Methodology: Using survey method, a total of 390 questionnaires were administered to consumers of Les Brasseries du Cameroun products who were resident in the Buea municipality. 380 questionnaires were properly filled and returned. Findings: The findings reveal that a majority of the respondents had never consumed any of the alcoholic beverages (33 Export, Mützig, Castel and Beaufort) produced by Les Brasseries du Cameroun as compared to non-alcoholic beverages (Djino, Top Grenadine, Top Orange, Top Pamplemousses, Top Anana and Malta Tonic). The data also suggest that the higher the rate of satisfaction amongst consumers with branding and the quality of Les Brasseries du Cameroun products, the more they agree that branding and product quality influenced their loyalty and vice-versa. The level of significance of these findings was further confirmed using linear regression in which the significance value of 0.000<0.05 was recorded in each of the cases. Therefore, both satisfaction with branding and quality of Les Brasseries du Cameroun products significantly influence customers' loyalty to the company's products. Unique Contribution to Theory, Practice and Policy: The findings validate the cognitive dissonance theory in the sense that, a consumer who is unsatisfied with any aspect of a product like quality, may look for other reasons, like his or her satisfaction with product branding to reduce any inconsistency within to remain loyal.

Suggested Citation

  • Stephen Mokondo Moki (PhD) & Kingsley Lyonga Ngange (PhD) & Nicole Mayuk Mbiatem, 2023. "Understanding the Nexus between Customers Satisfaction with Product Quality and Branding on Consumer Loyalty: The Case of Consumers of Les Brasseries du Cameroun Products in the Buea Municipality," International Journal of Strategic Marketing Practice, IPRJB, vol. 5(2), pages 30-49.
    • Handle: RePEc:bdu:oijsmp:v:5:y:2023:i:2:p:30-49:id:2199
    as

    Download full text from publisher

    File URL: https://iprjb.org/journals/IJSMP/article/view/2199
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ahmad Saifalddin Abu-Alhaija & Hosni Shareif Hussein & Almothanna Jamil Abu Allan, 2019. "Relationship between Customer Satisfaction and Customer Loyalty: A Review and Future Directions of its Nature and Approaches," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 7(4), pages 28-39.
    2. Farooq, Muhammad Shoaib & Salam, Maimoona & Fayolle, Alain & Jaafar, Norizan & Ayupp, Kartinah, 2018. "Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 169-180.
    3. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    4. Thakur, Rakhi, 2016. "Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 151-163.
    5. Sunny BOSE & Venu Gopal RAO, 2011. "Perceived benefits of customer loyalty programs: validating the scale in the Indian context," Management & Marketing, Economic Publishing House, vol. 6(4), Winter.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Claudia BOBALCA, 2015. "The Loyal Customers’ Perception Regarding The Online Buying Process," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 7(2), pages 241-255, August.
    2. Rumokoy, Farlane S. & Frank, Björn, 2025. "Retail value creation through augmented reality: The role of task-technology fit, consumer knowledge, and personality," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    3. repec:zib:zbmbmj:v:4:y:2025:i:2:p:79-83 is not listed on IDEAS
    4. Chikako Ishizuka & Kei Aoki, 2024. "Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 979-989, December.
    5. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    6. Chen, Mu-Chen & Hsu, Chia-Lin & Su, Yu-Han, 2026. "Proposing improvement strategies for in-flight service in the post-COVID-19 pandemic era with passengers’ requirements," Journal of Air Transport Management, Elsevier, vol. 131(C).
    7. Fazlul K Rabbanee & B Ramaseshan & Revadee Vyravene, 2022. "Effects of employee engagement on customer responses: Examining the mediating role of customer engagement," Australian Journal of Management, Australian School of Business, vol. 47(3), pages 539-557, August.
    8. Chandra Mahapatra, Subas & Bellamkonda, Raja Shekhar, 2023. "Higher expectations of passengers do really sense: Development and validation a multiple scale-FliQual for air transport service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    9. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    10. Rodriguez, Virginie & Sangle-Ferriere, Marion, 2023. "Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    12. Rizaldi Yusfiarto & Septy Setia Nugraha & Galuh Tri Pambekti & Annes Nisrina Khoirunnisa, 2023. "Building loyalty in Islamic banking relationship: a multiple mediation approach empirically in Indonesia," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 306-320, June.
    13. Thitinan Pholsook & Warit Wipulanusat & Poomporn Thamsatitdej & Sarawut Ramjan & Jirapon Sunkpho & Vatanavongs Ratanavaraha, 2023. "A Three-Stage Hybrid SEM-BN-ANN Approach for Analyzing Airport Service Quality," Sustainability, MDPI, vol. 15(11), pages 1-20, May.
    14. Amarjit Kaur Passi & Pooja Mehta & Esha Jain, 2025. "Determinants of socially responsible investment intentions in India: The role of non‐economic goals," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 32(2), pages 1901-1919, March.
    15. Juan Antonio Jimber del Río & Ricardo David Hernández-Rojas & Virginia Navajas-Romero & Amalia Hidalgo-Fernández, 2020. "The Loyalty of Tourism in Synagogues: The Special Case of the Synagogue of Córdoba," IJERPH, MDPI, vol. 17(12), pages 1-18, June.
    16. Nguyen Huy Khanh & Hoang Thuy Dam Luong, 2022. "Customer behavioral intentions in accepting technology-based ride-hailing service: Empirical study from Vietnam," Management & Marketing, Sciendo, vol. 17(3), pages 272-291, September.
    17. Norhidayah Ali & Suhaida Abu Bakar & Rini Lestari, 2025. "From Responsivity to Retention: Unpacking the Role of Timely Engagement in Customer Loyalty," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 494-507, April.
    18. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Arias, Alejandro, 2018. "Social media use by young Latin American consumers: An exploration," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 10-19.
    19. Sheema Liza Idris & Masurah Mohamad, 2023. "A Study on Sentiment Analysis on Airline Quality Services: A Conceptual Paper," Information Management and Business Review, AMH International, vol. 15(4), pages 564-576.
    20. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    21. Chun-Wei Chen, 2023. "A Feasibility Discussion: Is ML Suitable for Predicting Sustainable Patterns in Consumer Product Preferences?," Sustainability, MDPI, vol. 15(5), pages 1-21, February.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bdu:oijsmp:v:5:y:2023:i:2:p:30-49:id:2199. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chief Editor (email available below). General contact details of provider: https://iprjb.org/journals/IJSMP/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.