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

Authors: Kashif Farhat; Wajeeha Aslam; Syeda Nazneen Waseem; Wardah Irfan

Addresses: Higher Colleges of Technology, University City Road, University City, Sharjah, United Arab Emirates ' IQRA University, Gulshan Campus, Abid Town, Karachi, Pakistan ' University of Karachi, Main University Road, Karachi, Pakistan ' University of Karachi, Main University Road, Karachi, Pakistan

Abstract: 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.

Keywords: brand loyalty; physical distribution intensity; online advertising attitude; brand awareness.

DOI: 10.1504/IJEMR.2025.147481

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.4, pp.398 - 419

Received: 15 Mar 2022
Accepted: 03 Mar 2023
Published online: 18 Jul 2025 *

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