Emotional Attachment and Laundry Detergent Consumers' Loyalty in Nairobi City County, Kenya

Abstract

In many markets, particularly in fast moving consumer goods market, brand relationships play a major role in the purchase and repurchase behaviour of consumers. However, empirical studies that focus on these brand relationships, and more so in developing countries such as in Kenya, are scarce even though such relationships often form a foundation for more comprehensive consumer-brand relationships. As a key dimension of brand relationship, emotional attachment has emerged as a salient construct in the study of brand relationship as it plays a key role in building consumer-brand relationships and consequently, loyalty. Therefore, to fill this gap, the key objective of the study was to ascertain the effect of emotional connection on loyalty among household consumers of laundry detergents in Nairobi City County, Kenya. This research was cross-sectional in nature and utilised explanatory research design. A sample of 400 household consumers was randomly selected and collection of primary data done using self-administered questionnaire. Regression was done in testing the research hypothesis using SPSS 25, and the results established that emotional attachment has a significant positive effect on loyalty of household consumers of laundry detergents in Nairobi City County, Kenya, thus the study concluded that emotional attachment has a positive significant effect on loyalty. The study findings will assist organisations in crafting brand marketing strategies for improving loyalty to their brands through the use of the emotional attachment construct.