Brand loyalty represents an important asset to any business. While a considerable amount of
research focuses on brand loyalty, empirical tests on the brand loyalty influences in the
agribusiness environment have not been conducted.
The primary purpose of this study was to measure brand loyalty in the agribusiness environment
by applying a validated model that measures brand loyalty for this environment. The brand
loyalty influences were empirically validated, their reliability was determined and they were
measured. Adaptions to this model were proposed to fit the needs of the agribusiness
environment. Based on-the findings, conclusions and recommendations were presented.
The measurement of brand loyalty in the agribusiness environment is based on Moolla's brand
loyalty framework for the FMCG (fast moving consumer goods) industry. The study aimed to
determine whether Moolla's FMCG brand loyalty framework is applicable to the agribusiness
environment. The twelve brand loyalty influences identified by Moolla include: customer
satisfaction; switching costs; brand trust; repeat purchase; involvement; perceived value;
commitment; relationship proneness; brand affect; brand relevance; brand performance and
culture.
The empirical study was conducted among 100 farmers in the North West region. The
methodology included the sampling procedure, data collection, questionnaire development and
statistical techniques used. Results were analysed with regard to the Kaiser-Meyer-Olkin
measure of sampling adequacy (KMO), Bartlett's test of sphericity, Factor analysis, Cronbach
Alpha coefficients and mean values.
The results of this study concluded that the brand loyalty influences as identified by Moolla are
important for measuring agribusiness brand loyalty. The importance of this study is the
contribution_ of a brand loyalty framework to measure agribusiness brand loyalty which will aid
agribusinesses in the strategic management thereof. / MBA, North-West University, Potchefstroom Campus, 2014
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/16355 |
| Date | January 2014 |
| Creators | Wiese, Catharina Maria |
| Source Sets | North-West University |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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