dc.contributor.author | Moolla, Ahmed I. | |
dc.contributor.author | Bisschoff, Christo A. | |
dc.date.accessioned | 2016-04-19T07:00:50Z | |
dc.date.available | 2016-04-19T07:00:50Z | |
dc.date.issued | 2012 | |
dc.identifier.citation | Moolla, A.I. & Bisschoff, C.A. 2012. Validating a model to measure the brand loyalty of fast moving consumer goods. Journal of social sciences, 31(2):101-115. [http://thescipub.com/journals/jss] | en_US |
dc.identifier.issn | 1549-3652 | |
dc.identifier.issn | 1549-3652 (Online) | |
dc.identifier.uri | http://hdl.handle.net/10394/16967 | |
dc.description.abstract | A model to measure the brand loyalty of Fast-moving Consumer Goods (FMCG) was developed by researching historical brand loyalty models, by identifying brand loyalty influences, by validating the measurement criteria and, ultimately, by constructing a structural equation model. Twelve brand loyalty influences were included in the model, two of which further possess sub-influence qualities. The model shows good fit indices with the Comparative Fit Index (0.815), while the secondary fit indices RMSEA (0.131 within a small margin of 0.018) and Hoelter (77 at p <= 0.01) also show satisfactory model fit. Management can use the model as diagnostic brand loyalty tool in managerial decision-making, while academics and brand researchers could apply the model in extended brand loyalty research. | en_US |
dc.description.uri | http://thescipub.com/journals/jss | |
dc.language.iso | en | en_US |
dc.publisher | Science Publications | en_US |
dc.subject | Managerial tool | en_US |
dc.subject | business model | en_US |
dc.subject | marketing | en_US |
dc.subject | brand management | en_US |
dc.subject | brand loyalty influences | en_US |
dc.subject | brand research | en_US |
dc.title | Validating a model to measure the brand loyalty of fast moving consumer goods | en_US |
dc.type | Article | en_US |
dc.contributor.researchID | 10196145 - Bisschoff, Christo Alfonzo | |