Title: Factors that influence brand loyalty during times of economic depression

Authors: Yara Maassarani; Kareem Obeid; Sam El Nemar; Demetris Vrontis

Addresses: University of Balamand, Koura Campus, Lebanon ' University of Balamand, Koura Campus, Lebanon ' Faculty of Business and Management, University of Balamand, Koura Campus, Lebanon ' Gnosis: Mediterranean Institute for Management Science, School of Business, University of Nicosia, 2417, Nicosia, Cyprus; S P Jain School of Global Management, Singapore Campus, 119579, Singapore

Abstract: Companies recognise that their long-term success hinges on fostering repeat customers. They dedicate considerable efforts to engage with their customer base through social media interactions and entice loyalty card holders with exclusive offers. However, this symbiotic relationship between companies and customers faces challenges during periods of economic uncertainty. Reduced purchasing power among consumers limits their options, leaving them potentially unable to afford their preferred brands and posing a test to the established bond between company and customer. This study examines brand power over Lebanese consumers in relation to supermarket grocery items. The study analyses various variables that influence consumer decision-making, such as economic and marketing factors, product characteristics, and brand image factors. The researchers conducted a survey of over 200 households in Lebanon to determine their behaviour towards the topic. The results showed these dependent variables significantly influence brand loyalty. Moreover, this study tested the correlations among the dependent variables and found that these dependent variables had moderate to strong correlations with each other.

Keywords: brand loyalty; economic depression; brand reputation; brand loyalty influences; food brands.

DOI: 10.1504/JIBED.2024.144642

Journal for International Business and Entrepreneurship Development, 2024 Vol.16 No.4, pp.565 - 594

Received: 10 Dec 2024
Accepted: 20 Dec 2024
Published online: 25 Feb 2025 *

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