Christo Bisschoff, Anelle Venter
Abstract
This study develops a general model to measure and manage brand loyalty in South Africa. Many local and international studies have applied brand loyalty models to specific industries. However, no generalise South African brand loyalty model exists to apply to general businesses or multi-faceted enterprises. This study addresses the question of which antecedents are relevant in a general model to measure and manage brand loyalty in South Africa. Bisschoff and Moolla’s simplified brand loyalty model of nine antecedents is used and applied to an existing multi-industry database on brand loyalty, consisting of 2035 cases to identify generic industry antecedents. Nine antecedents in the brand loyalty model were empirically validated to develop a general brand loyalty model for South Africa.
Seven of the brand loyalty antecedents were retained in the model. The model consists of two main loyalty drivers, namely attitudinal and behavioural drivers, which are important for measuring and managing brand loyalty, with attitudinal drivers being the stronger of the two constructs. Furthermore, the model revealed that customer satisfaction is directly related to brand loyalty. It is recommended that the model be operationalised in the business environment to assist management in measuring and managing brand loyalty.