Purpose

Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.

Design/methodology/approach

This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.

Findings

The study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.

Originality/value

This is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

中文翻译：

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广告、分销强度和商店形象在新兴市场实现全球品牌忠诚度中的作用

目的

学者们相当关注发达市场耐用消费品品牌忠诚度的重要性。然而，尚无研究调查广告力度、分销强度和商店形象对新兴市场快速消费品 (FMCG) 的全球品牌忠诚度 (GBL) 的同时影响。本研究旨在填补这一空白。

设计/方法/途径

本研究采用 (1) 已建立的理论视角：品牌资产、营销组合和线索利用理论，(2) 混合方法：焦点小组和两项调查，以及 (3) 对两个消费者样本（一个同质的）进行结构方程建模和一个异类）的全球软饮料品牌在越南。

发现

该研究揭示了所选营销组合元素与品牌忠诚度及其全球快速消费品前因之间的显着和不显着关系。发现两个样品之间的这些关系略有不同。现有的量表也与更合适的指标相协调。结果对营销组合、品牌资产和 GBL 以及全球消费文化的现有知识做出了重大贡献。

原创性/价值

这是第一项调查广告力度、分销强度和商店形象对品牌忠诚度及其在新兴市场中全球快速消费品前因的同步影响的研究。这些发现将帮助从业者制定合适的全球品牌战略，以管理全球品牌形象并在新兴市场实现消费者忠诚度。