Abstract
Enhancing brand quality, association and awareness can generate greater loyalty which may lead to a sustainable edge in a competitive market. And yet, there is a relative paucity of studies on the influence of awareness and quality on loyalty via the mediating impact of association, particularly in the traditional health market. Hence, this study sought to investigate the influence of awareness and quality on loyalty via the intervening role of the association in the traditional health market. Based on Aaker`s customer-based brand equity framework, eight hypotheses were stated and examined through structural equation modelling. Data were gathered from a sample of 348 customers through systematic sampling. The research found that association perfectly mediates the path between awareness and loyalty, but plays a partial role in the path between perceived quality and loyalty. The study, therefore, contributes to advancing the limited branding literature in the traditional medicine industry. First, the study establishes the starring role of awareness, association, and quality as antecedents of loyalty in the context of brand management in the traditional medicine industry. Not only this but also the research confirms that association acts as a mediator in the relationships among awareness, association, quality and loyalty in the context of brand management in the traditional medicine industry.
Highlights
In recent decade, interest in plant medicines has been growing steadily globally, despite the extensive patronage of orthodox medicines for medical care
The analysis indicates that the indirect relationship between brand awareness (BA) (ß = .486, t = 4.089, p = .002) and brand loyalty (BL) is significant at p
The outcomes of the analysis show that the direct effect of perceived quality (PQ) (ß = 0.415, t = 2.438, p = 0.034) on BL is significant at p
Summary
Interest in plant medicines has been growing steadily globally, despite the extensive patronage of orthodox medicines for medical care. World Health Organisation (2008) reported that roughly 70% to 80% of the population in the industrialised world have consumed some kind of complementary or alternative medicine in their lifetime. WHO (2011) noted that approximately 70 to 95 percent of people residing in the developing world rely on herbal therapy to meet their health needs. In Ghana, a significant proportion of the population still patronise locally-manufactured herbal therapies for their primary health needs. The United Nations Development programme (2007) revealed that nearly 80 percent of Ghanaians utilise herbal therapies for first-line treatment and basic health services. With the ever-increasing use of herbal medicines and rapid expansion of the market, the development and production of local herbal medicines in Ghana have improved over the years in terms of product innovations and packaging
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