Exploring determinants of brand loyalty: considering marketing mix and brand equity in FMCGs

This study aims to identify the impact of online advertising efforts and physical distribution intensity on perceived quality and brand awareness, and their impact on brand loyalty. In a total of 313 useful responses, collected from the shampoo consumers, structural equation modelling (SEM) was employed. The results revealed that online advertisement efforts and physical distribution intensity positively affect brand awareness and perceived quality. The results also exhibited that brand awareness and perceived quality significantly affect brand loyalty. The findings also revealed that, in the case of males, both online advertising efforts and physical distribution intensity have a substantial impact on brand awareness whereas physical distribution intensity is only predicting perceived quality. However, in the case of females, online advertising efforts have a significant impact only on perceived quality, and physical distribution intensity significantly affects brand awareness and perceived brand quality. The study offers various managerial and theoretical implications.