Modeling Condom Brand Loyalty of Young South African Adults – An Expectancy Confirmation Perspective

ABSTRACT

Brand loyalty is one of the most researched topics in the marketing field because of its benefits. However, its application to condom social marketing remains limited, especially in the countries most affected by HIV and AIDS, such as South Africa. Using an extended expectancy confirmation theory, this study investigates the determinants of condom brand loyalty among young adults in South Africa. A survey strategy was used to obtain data from 718 participants. The structural equation modeling technique enabled us to analyze the scaled measurement properties and test research hypotheses. The findings highlight that dis/confirmation, alternative attractiveness, and price are significant predictors of condom brand loyalty. Moreover, the results suggest that brand value, brand satisfaction, and brand trust exhibit significant mediating roles in routes to young adults’ loyalty to condoms. These findings not only contribute to the spare literature on condom brand loyalty, but they also present key managerial implications for those interested in promoting young adults’ loyalty to condoms as a means of controlling the spread of HIV/AIDS among this high-risk population.

KEYWORDS:

• Expectancy confirmation theory
• HIV prevention
• condom use
• social marketing
• brand loyalty

Disclosure statement

No potential conflict of interest was reported by the author(s).