Brand and programme loyalty consequences towards preference, intention and purchase behaviour outcomes among low-income consumers in emerging markets

Abstract

The research article proposed constitutes original empirical research and investigates the effects of brand loyalty and programme loyalty in low-income consumer groups. This research fundamentally replicates a European study within the low-income consumer base and contests the previous findings to prove that low-income consumers exhibit differences in behavioural and attitudinal characteristics on the outcome metrics related to preference, intention and purchase behaviour. By finding that the outcomes of Sales, Price Premiums, Share of wallet and Share of visits are mostly impacted by Brand loyalty, this research contributes to the body of knowledge that influences both academics and practitioners alike. Thus, the article was well matched with the Journal of Consumer Behaviour. The article follows the journal’s author guidelines with a plan for possible publishing in early January 2021