IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v16y2018i3p323-338.html
   My bibliography  Save this article

Measuring the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty: a study of Indian FMCG sector

Author

Listed:
  • Jay P. Trivedi

Abstract

Indian FMCG market is home to many successful global brands. Of late, few indigenous brands have managed to grab a significant market share by offering herbal products. These brands have tried to win consumers' favour by motivating consumer ethnocentrism and shaping consumer beliefs for benefits of using herbal products. In this paper, the researcher has studied the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty, mediated by brand trust and brand affect. Descriptive research design was used to conduct the research. Data was collected from 458 respondents. Statistical tools like Cronbach alpha; exploratory factor analysis, confirmatory factor analysis and structural equation modelling were used to arrive at empirical results. The results establish that consumers' belief for herbal products have a stronger impact on brand affect and brand trust, which further influences brand loyalty. The results also established the mediating role of brand affect and brand trust.

Suggested Citation

  • Jay P. Trivedi, 2018. "Measuring the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty: a study of Indian FMCG sector," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 16(3), pages 323-338.
    • Handle: RePEc:ids:ijicbm:v:16:y:2018:i:3:p:323-338
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=90923
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:ids:ijicbm:v:16:y:2018:i:3:p:323-338. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    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.