The Moderating and Mediating Roles of Self-Esteem and Susceptibility to Normative Influence in the Relationship Between Brand Love and Brand Loyalty

Abstract

Purpose: The objective of this investigation is to evaluate the role of Self-Esteem (SE) and Susceptibility to Normative Influence (SNI) in the relationship between brand love and brand loyalty within the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka. Specifically, this study aims to determine whether SE and SNI act as moderators or mediators in this relationship. Since there is an unambiguously identified gap in the literature, there still exists insufficient agreement and acceptance in the existing literature about the correct role of Self-esteem and SNI in the relationship between brand love and brand loyalty, and previous researchers' findings are contradictory. Examining the relationship between brand love and brand loyalty across cultures and industries is another well-stated necessity. Design/methodology/approach: This investigation used a quantitative methodology and thus, a self-administered survey was distributed to the 390 participants in the sample who are consuming FMCG products in Sri Lanka. The sample was selected using a purposive sampling technique. Regression analysis was carried out to test the hypothesized relationship between dependent, independent, mediating, and moderating variables. Findings: Researchers concluded that in the FMCG sector of Sri Lanka, SE and SNI do not exert significant moderation on the relationship between brand love and brand loyalty. However, it was observed that SE and SNI do play a partial mediating role in this relationship. Originality: Despite a clearly identified gap in the literature, there remains insufficient consensus regarding the role of SE and SNI in the relationship between brand love and brand loyalty. Existing studies present contradictory findings, highlighting the need for further investigation to clarify these roles. This research is the first to clarify whether SE and SNI function as moderators or mediators in the relationship between Brand Love and Brand Loyalty, with a specific focus on the Fast-Moving Consumer Goods industry in Sri Lanka. It makes a substantial and original contribution to the existing body of knowledge. Implications: This research addresses a gap in empirical knowledge by clarifying the precise roles of SE and SNI as evidenced by the findings. Additionally, the study contributes to the literature by examining the brand love-loyalty relationship in the Asian context and the FMCG industry, offering a more generalized theoretical conclusion applicable worldwide. The findings support the Brand Resonance Model's emotional path, particularly in Sri Lanka's FMCG industry.