Affirmative Strategic Association of Hedonic, Functional and Symbolic Perspectives on Brand Loyalty: A Structural Equation Model (SEM) Approach

Abstract

The complicated and poorly understood relationships that exist between customers and brands in retailing persist despite the abundance of works on the subject. This study examines the direct relationships between three distinct relationship variables- brand trust, brand affect, and brand commitment—and the hedonic, symbolic, and functional aspects of brand images. Additionally, it looks into how they indirectly affect two kinds of loyalty-behavioural and attitude-in relation to face care products. 551 users of face care products in the North Karnataka region provided us with the data. The data was validated using the Smart-PLS software 4.0.9.9 and PLS-SEM. For the FMCG sector, the findings have significant managerial repercussions.