ABSTRACT

Brand loyalty is one of the most researched topics in the marketing field because of its benefits. However, its application to condom social marketing remains limited, especially in the countries most affected by HIV and AIDS, such as South Africa. Using an extended expectancy confirmation theory, this study investigates the determinants of condom brand loyalty among young adults in South Africa. A survey strategy was used to obtain data from 718 participants. The structural equation modeling technique enabled us to analyze the scaled measurement properties and test research hypotheses. The findings highlight that dis/confirmation, alternative attractiveness, and price are significant predictors of condom brand loyalty. Moreover, the results suggest that brand value, brand satisfaction, and brand trust exhibit significant mediating roles in routes to young adults’ loyalty to condoms. These findings not only contribute to the spare literature on condom brand loyalty, but they also present key managerial implications for those interested in promoting young adults’ loyalty to condoms as a means of controlling the spread of HIV/AIDS among this high-risk population.

摘要

品牌忠诚度因其优势而成为营销领域研究最多的话题之一。然而，它在安全套社会营销中的应用仍然有限，尤其是在受艾滋病毒和艾滋病影响最严重的国家，如南非。本研究使用扩展预期确认理论，调查了南非年轻人安全套品牌忠诚度的决定因素。使用调查策略从 718 名参与者那里获取数据。结构方程建模技术使我们能够分析缩放测量属性和测试研究假设。调查结果强调，否定/确认、替代吸引力和价格是安全套品牌忠诚度的重要预测因素。此外，结果表明，品牌价值、品牌满意度、和品牌信任在年轻人对安全套的忠诚度中表现出重要的中介作用。这些发现不仅对有关安全套品牌忠诚度的文献有帮助，而且还对那些有兴趣提高年轻人对安全套的忠诚度作为控制 HIV/AIDS 在这一高危人群中传播的手段的人提供了重要的管理启示。