Title: Relationship between marketing program and brand loyalty: Is there an influence of gender?

Authors: M. Sadiq Sohail; Ibrahim M. Al-Jabri; Kamarudeen Masawudu Wahid

Addresses: Department of Management and Marketing, King Fahd University of Petroleum and Minerals, P.O. Box 210, Dhahran 31261, Saudi Arabia ' Department of Accounting and MIS, King Fahd University of Petroleum and Minerals, Dhahran 31261, Saudi Arabia ' Department of Management and Marketing, King Fahd University of Petroleum and Minerals, P.O. Box 210, Dhahran 31261, Saudi Arabia

Abstract: This study identifies and investigates the key elements of marketing mix and its influence on brand loyalty. Existing branding models often reveal significant weaknesses due to the lack of empirical testing and narrow focus. This study develops a model to examine the effects of marketing elements on brand loyalty and differences across gender. With data collected from Saudi Arabia, the model is tested by a two-stage process. The first stage assesses the reliability and validity of measurement model. The second stage tests the various structural models. Findings reveal that price is the only significant factor affecting brand loyalty for females, while for the males, price, quality, and promotion are all significant. Results have implications for marketers in their efforts at building brand loyalty and targeting a specific gender. The study makes an original contribution by demonstrating the robustness of the alternative measurement model of brand loyalty.

Keywords: brand loyalty; product prices; product quality; place promotion; Saudi Arabia; marketing mix; gender differences; branding models.

DOI: 10.1504/JGBA.2017.083409

Journal for Global Business Advancement, 2017 Vol.10 No.2, pp.109 - 124

Received: 06 Aug 2016
Accepted: 23 Sep 2016

Published online: 22 Mar 2017 *

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