Millennials' Customer Dispositions Influencing Toothpaste Brand Loyalty Among University Students in Kenyan Private Universities

##plugins.themes.academic_pro.article.sidebar##

Published May 13, 2024
https://doi.org/10.71064/spu.amjr.1.1.283
Download
PDF
Statistic
Vol. 1 No. 1 (2024): Special Issue - African Multidisciplinary Journal of Research (AMJR)

##plugins.themes.academic_pro.article.main##

Zephania Opati
St. Paul's University
Paul Gesimba
St. Paul's University
Lily Njanja
St. Paul's University

Abstract

Consumer attitudes play a crucial role in steering behavioral adoption, forming the essence of
human behavior. Attitudes toward brand loyalty, particularly for low-involvement products like
toothpaste, reveals a diverse spectrum of responses, encompassing both positive and negative
findings. Given the disparities across generations, this study delves into whether there has been
a shift in millennials' attitudes. This inquiry arises against the backdrop of diminished toothpaste
sales due to weakened economic purchasing power in Kenya, evident in extensive promotional
efforts by toothpaste brands. The study explores six dispositional factors influencing brand
loyalty: brand affect, trust, relevance, satisfaction, perceived quality, and brand loyalty. While
prior research has examined these factors individually, this study uniquely views them as
dispositional factors projected by consumers onto a brand to influence loyalty. Grounded in the
Psychology of Attitudes theory, the study adopts a descriptive research design. It targets 399
millennials in chartered private universities in Kenya, employing a multi-stage sampling method
and a self-administered Likert scale questionnaire. Structural Equation Modeling Regression
Analysis are employed to analyze the data. The research concludes that customer dispositions
play a pivotal role in shaping brand loyalty, encompassing all six identified factors among
millennials in Kenya. Notably, an increase in brand perceived quality reduced brand relevance.
Brand managers are encouraged to utilize innovative and compelling emotional messages in
their marketing strategies to mitigate perceived risks and maximize benefits, ultimately fostering
trust. They should offer specialized toothpaste tailored to specific needs and enhance the
perceived quality of the product. Future research endeavors should explore whether similar
findings apply to the Generation Z cohort, particularly concerning non-convenience products.

##plugins.themes.academic_pro.article.details##

How to Cite
Opati, Z. ., Gesimba, P. ., & Njanja, L. (2024). Millennials’ Customer Dispositions Influencing Toothpaste Brand Loyalty Among University Students in Kenyan Private Universities. African Multidisciplinary Journal of Research, 1(1), 200–216. https://doi.org/10.71064/spu.amjr.1.1.283

References

  1. Alhuwaishel, N. S., & AL-Meshal, S. A. (2018). The Impact of Perceived Value, Quality, And Loyalty on Purchase Decision In The Accessories Department: Study On Saudi Females. British Journal of Marketing Studies, 6(4), 21–31.
  2. Ashraf, A. (2016). The Impact Of Utilitarian And Hedonic Needs Satisfaction On Brand Trust, Brand Affect And Brand Loyalty For Selected Fast Moving Goods in South Africa. [Master’s Thesis, University of Western Cape]. https://doi.org/10.1111/j.1610- 0387.2011.07631.x
  3. Brousmiche, K. L., Kant, J. D., Sabouret, N., & Prenot-Guinard, F. (2016). From Beliefs to Attitudes: Polias, A Model of Attitude Dynamics Based on Cognitive Modeling and Field Data. Jasss, 19(4), 1–21. https://doi.org/10.18564/jasss.3161
  4. Chen, N., Wang, Y., Li, J., Wei, Y., & Yuan, Q. (2020). Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on ‘Cultural Heritage Night’ in South Korea. Sustainability (Switzerland), 12(17), 1–23. https://doi.org/10.3390/SU12176723
  5. Chinomona, R., & Maziriri, E. T. (2017). The Influence of Brand Awareness, Brand Association and Product Quality on Brand loyalty and Repurchase Intention: A case of Male consumers for Cosmetic Brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143–154. https://doi.org/10.24052/jbrmr/v12is01/tiobabaapqoblariacomcfcbisa
  6. Darvish, A. ., Mohtaram, R., Lotfizadeh, F., & Hiedarzadeh, K. (2022). Identifying The Effective Factors of Oral Electronic Marketing on Brand Equity. Journal of System Management, 1401(07), 13–26. https://doi.org/10.30495/JSM.2022.1966066.1680
  7. DeTomi, R., & Jensen, S. (2018). Selling the Experience: Identifying Brand Loyalty Shifts in Millennials [Undergraduate Capstone, Cazenovia College]. http://ryandetomi.com/wp- content/uploads/2018/11/DeTomi_Undergraduate-Capstone.pdf
  8. Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product and Brand Management, 28(2), 274–286. https://doi.org/10.1108/JPBM-08- 2017-1545
  9. Gabriel, S., & Ronald, B. (2017). The Moderating Effect of Loyalty Cards On the Relationship Between Store Awareness, Store Perceived Quality and Store Brand choice, A Survey on Selected Supermarkets in Eldoret Town , Kenya. International Journal of Economics, Commerce and Management, V(7), 58–74. http://41.89.160.13:8080/xmlui/handle/123456789/2221
  10. Ghorbanzadeh, D., & Rahehagh, A. (2020). The Role of Emotional Structures in The Relationship Between Satisfaction and Brand Loyalty. Cogent Psychology, 7(1), 1–19. https://doi.org/10.1080/23311908.2020.1782098
  11. Guèvremont, A., Durif, F., & Grappe, C. G. (2021). Why Does This Brand Speak to Me?
  12. Conceptualization, Scale Development, and Validation of Brand Relevance. Journal of Promotion Management, 27(5), 609–629. https://doi.org/10.1080/10496491.2020.1851850
  13. Hariyanto, E. (2018). The Influence of Brand Experience Through Brand Trust and Brand Satisfaction Toward Brand Loyalty Consumer At Carl’s Jr Surabaya. Petra Business & Management Review, 4(2), 19–29.
  14. Hung, Y., Kok, D., M., T., & Verbeke, W. (2016). Consumer Attitude and Purchase Intention Towards Processed Meat Products With Natural Compounds And A Reduced Level of Nitrite. Meat Science, 121, 119–126. https://doi.org/10.1016/j.meatsci.2016.06.002
  15. Izzudin, M. S., & Novandari, V. (2018). The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention. Journal of Research in Management, 1(3), 32–43. https://doi.org/10.32424/jorim.v1i3.44
  16. Jin, C. H., Yoon, M. S., & Lee, J. Y. (2019). The Influence of Brand Color Identity on Band Association And Loyalty. Journal of Product and Brand Management, 28(1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587
  17. Kanyuiro, S. G. (2018). Brand Equity and Loyalty Among Account Holders in Unaitas SACCO, Nairobi County, Kenya. [Master’s Thesis, Kenyatta University]. https://ir- library.ku.ac.ke/handle/123456789/19516
  18. Kaur, H., & Soch, H. (2018). Satisfaction, Trust And Loyalty: Investigating The Mediating Effects of Commitment, Switching Costs And Corporate Image. Journal of Asia Business Studies, 12(4), 361–380. https://doi.org/10.1108/JABS-08-2015-0119
  19. Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. (2022). Ensuring Brand Loyalty For Firms Practising Sustainable Marketing: A Roadmap. Society and Business Review, 18(2), 219–243. https://doi.org/10.1108/SBR-10-2021-0189
  20. Koll, O., & Plank, A. (2022). Do Shoppers Choose The Same Brand On Tthe Next Trip When Facing The Same Context? An Empirical Investigation In FMCG Retailing. Journal of Retailing, 98(4), 576–592. https://doi.org/10.1016/j.jretai.2022.01.003
  21. Ledikwe, A. (2020). Determinants of Brand Loyalty In The Apparel Industry: A Developing Country Perspective. Cogent Business and Management, 7(1), 1–18. https://doi.org/10.1080/23311975.2020.1787736
  22. Mbango, P. (2018). Examining The Effects of Customer Satisfaction On Commitment And Repurchase Intentions of Branded Products. Cogent Social Sciences, 4(1), 1–17. https://doi.org/10.1080/23311886.2018.1521056
  23. McClaren, N., & Vocino, A. (2017). The Direct And Indirect Effect of NFC on Marketers’ Work Norms, Vocational Socialization, Individual Ethical Position, And Ethical Perceptions. Journal of Business and Industrial Marketing, 32(1), 109–123. https://doi.org/10.1108/JBIM-05-2015-0081
  24. Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining The Moderating Role of Personality Traits in the Relationship Between Brand Trust And Brand Loyalty. Journal of Product and Brand Management, 26(6), 631–649. https://doi.org/10.1108/JPBM-05-2016- 1163
  25. Michael, N., & David, M. (2019). Product Quality and Consumer Brand Loyalty : A Study of Manufacturing Firms. International Journal of Marketing and Communication Studies, 4(1), 1–11.
  26. Mohammed, G. O., Hasaballah, A. H. A., Almohaimmeed, B. M. A., & Al-Tit, A. A. (2017).
  27. The Impact of Product Performance On Brand Loyalty Mediated by Customer Satisfaction: Study in Sudanese Service Industry. International Journal of Advanced and Applied Sciences, 4(1), 116–122. https://doi.org/10.21833/ijaas.2017.01.017
  28. Molinillo, S., Ekinci, Y., & Japutra, A. (2019). A Consumer-Based Brand Performance Model for Assessing Brand Success. International Journal of Market Research, 61(1), 93–110. https://doi.org/10.1177/1470785318762990
  29. Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible Brands vs Active Brands? An Examination of Brand Personality on Brand Awareness, Brand Trust, And Brand Loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
  30. Mulugeta, N., Tesfaye, G., & Asnake, T. (2017). Levels and Factors of Brand loyalty Towards Beer Brands: The case of a Developing Country Perspective, Ethiopia. African Journal of Marketing Management, 9(5), 59–69. https://doi.org/10.5897/ajmm2016.0511
  31. Mungai, F. (2018). Determinats of Brand Loyalty in Leading Supermarkets Chains in Kenya [Doctoral Thesis, Jomo Kenyatta University of Agriculture and Technology]. http://hdl.handle.net/123456789/4796
  32. Mungai, M., Omwenga, J., & Owino, E. (2017). Antecedents of Brand Loyalty in Leading Supermarket Chains in Kenya : The Mediating Role of Customer Satisfaction. Journal of Marketing and Consumer Research, 41(January), 42–52.
  33. Muzaffar, B. (2016). The Development and Validation of a Scale to Measure Training Culture: The TC Scale. An International Peer-Reviewed Journal, 23. www.iiste.org
  34. Njuguna, C. W. (2016). An Investigation Into The Work Ethic Of Millennials Using A Wojtylan Model [Master’s Thesis, Strathmore University]. https://su- plus.strathmore.edu/items/ae0506a2-731a-48bb-be19-418939cd739e
  35. Nystrand, B. T., & Olsen, S. O. (2020). Consumers’ Attitudes and Intentions Toward Consuming Functional Foods in Norway. Food Quality and Preference, 80, 1–11. https://doi.org/10.1016/j.foodqual.2019.103827
  36. Pan, D., W., Pan, A. J., Mutlu, B., & Rylander, D. (2020). Preventing Brand Name Blunders in Doing Business Across Cultures: Theory and Research. Journal of Global Scholars of
  37. Marketing Science, 30(2), 115–146. https://doi.org/10.1080/21639159.2019.1622435
  38. Sedibe, M. ., Matthysen, G. ., Gomez, G. ., Biko, P. ., & Stiehler-Mulder, B. . (2019). Customer Experience, Satisfaction And Brand Relevance: A South African Grocery Retail Context Perspective A South African. Customer Experience, Satisfaction And Brand Relevance: A South African Grocery Retail Context Perspective, 1–13. https://core.ac.uk/download/pdf/245881309.pdf
  39. Sharif, S. ., & Nia, H. S. (2018). Structural Equation Modeling With AMOS. Artin Teb.
  40. Sharp, B. (2016). Evidence-based Marketing. In B. Sharp (Ed.), How brands grow: What
  41. Marketers Don’t Know. Oxford University Press.
  42. Shin, K. ., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 38(4), 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
  43. Sigindi, T. (2018). What Factors Matter to Brand Relevance in Category ? An Empirical Study in Turkey . Business & Management Studies: An International Journal, 6(2), 606–621. https://doi.org/10.15295/bmij.v6i2.259
  44. Sreen, N., Dhir, A., Talwar, S., Tan, T. M., & Alharbi, F. (2021). Behavioral Reasoning Perspectives To Brand Love toward Natural Products: Moderating Role of Eenvironmental Concern and Household Size. Journal of Retailing and Consumer Services, 61(102549), 1– 13. https://doi.org/10.1016/j.jretconser.2021.102549
  45. Tanzaretha, C., & Rodhiah, R. (2021). Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal), 5(1), 2396–2405. https://doi.org/10.33258/birci.v5i1.3841
  46. Unurlu Ç. (2019). The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance - Brand Loyalty. Dokuz Eylul Universitesi Iktisadi ve Idari Bilimler Dergisi, 34(4), 491–510. https://doi.org/10.24988/ije.2019344879
  47. Wuisan, D. S. S., & Angela, J. (2022). The Effect of Celebrity of Endorsement , Percieved Quality and Brand Loyalty on Purchase Intention Quality (Case Study :Sulwhasoo Cosmetic Products ). Jurnal Manjem Bisnis Dan Inovasi Universitas Sam Ratulangi, 9(2), 765–777.
  48. Yao, D., & Hee, P. S. (2022). The Effect of Chinese Airline Consumers’ Perception of CSR, Brand Trust and Brand Affect on Loyalty: During COVID-19 Pandemic. Korea Tourism Association International Academic Conference Collection, 92, 471–473.