Measuring the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty: a study of Indian FMCG sector

Abstract

Indian FMCG market is home to many successful global brands. Of late, few indigenous brands have managed to grab a significant market share by offering herbal products. These brands have tried to win consumers' favour by motivating consumer ethnocentrism and shaping consumer beliefs for benefits of using herbal products. In this paper, the researcher has studied the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty, mediated by brand trust and brand affect. Descriptive research design was used to conduct the research. Data was collected from 458 respondents. Statistical tools like Cronbach alpha; exploratory factor analysis, confirmatory factor analysis and structural equation modelling were used to arrive at empirical results. The results establish that consumers' belief for herbal products have a stronger impact on brand affect and brand trust, which further influences brand loyalty. The results also established the mediating role of brand affect and brand trust.