Determinants of Parents’ Loyalty to Baby Care Brands With the Mediating Role of Brand Trust: Evidence from Buyers of Baby Diaper in Addis Ababa
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Date
2023-07
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Addis Ababa University
Abstract
The aim of the present paper is to study the determinants of parents’ brand loyalty towards baby diaper in Addis Ababa, Ethiopia. The study focused on the effect of brand awareness, brand association, perceived brand quality and brand Trust on parents’ loyalty to baby diaper brand. Further it investigated whether brand trust mediates the relationship of brand awareness, brand association and perceived brand quality with brand loyalty. Convenient sampling technique was applied and data were collected using survey method by administering 384 questionnaires. The data were analyzed by running multiple regression using SPSS Version 23. From the results of this study it is observed that brand awareness, brand association and perceived brand quality had significant and positive influence on parents’ loyalty to baby diaper brand. Moreover, the parents’ trust on the diaper brand had significant positive influence on their loyalty towards baby diaper brand and had partial, and positive mediating role in brand awareness brand Loyalty, perceived brand quality brand loyalty and brand association brand loyalty relationships. This paper discovered that trustful, reliable, and safe baby diaper brand was the major factor that determines parents’ loyalty to baby care brands in Addis Ababa. The baby diaper brands that possess good and consistent quality as well excellent features enhance the parents’ loyalty to the brand. Thus, the baby diaper manufacturer/supplier that give due attention to brand quality and maintain trusted brand can build brand loyalty by winning the hearts of its customer
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Brand Awareness