Authentic Brand Activism, and Consumer Loyalty to Sustainable Food Brands in Lagos Metropolis, Nigeria
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Abstract
This study investigated the relationship between authentic brand activism (consumer engagement, trust, transparency, and brand integrity) and consumer loyalty to sustainable food brands in Lagos Metropolis, Nigeria. The objective of the study was to examine the effect of consumer engagement, trust, transparency, and brand integrity on the consumer loyalty of sustainable food brands in the Lagos metropolis. The survey research design, primary data, was adopted for this study, and a 4-point structured Likert questionnaire was used in collecting data from 300 respondents. The test-retest method was employed to validate the questionnaire and test for reliability. The correlation between variables under study was determined with multiple regression analysis. Findings revealed that consumer engagement (β = 0.155, p = 0.032), brand integrity (β = 0.144, p = 0.031), transparency (β = -0.043, p = 0.405), and trust (β = 0.087, p = 0.138) of authentic brand activism have significant influence on customer loyalty of sustainable food brands in Lagos Metropolis. The study showed the effect of transparency on customer loyalty, but consumer engagement magnified its effect on customer loyalty. The researcher recommends that transparency should be applied in the operations of food brands, ranging from ingredient components to manufacturing patterns. Banking on media realms to disseminate information and views on brands components and their effects, food brands can build trust and customer loyalty, and also open communication with customers should be enhanced via different media platforms. The brand promise should meet the standard communicated in the marketing realm. By ensuring that the brand's promises align with its marketing messages, food brands can reinforce their credibility and strengthen their relationship with customers. This alignment fosters a sense of reliability, encouraging customers to remain loyal to the brand.
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