The role of consumers' brand legitimacy perceptions in terms of their loyalty towards car brands

Abstract

This study aims to evaluate the factors of brand legitimacy that influence consumers to switch to purchasing new Asian car brands from established car brands. The study is conducted in the context of South Africa, outlining the impact of diluting the market with price-cutting foreign brands in the automotive manufacturing and retail sector. The research is a qualitative study conducted using focus groups of consumers who are car owners. Findings from the study show that the brand loyalty of established brands is at risk of being cannibalised. However focusing on building customer relationships and improving customer experiences can reinvigorate the legitimacy of established brands.