Relationship between marketing program and brand loyalty: Is there an influence of gender?

This study identifies and investigates the key elements of marketing mix and its influence on brand loyalty. Existing branding models often reveal significant weaknesses due to the lack of empirical testing and narrow focus. This study develops a model to examine the effects of marketing elements on brand loyalty and differences across gender. With data collected from Saudi Arabia, the model is tested by a two-stage process. The first stage assesses the reliability and validity of measurement model. The second stage tests the various structural models. Findings reveal that price is the only significant factor affecting brand loyalty for females, while for the males, price, quality, and promotion are all significant. Results have implications for marketers in their efforts at building brand loyalty and targeting a specific gender. The study makes an original contribution by demonstrating the robustness of the alternative measurement model of brand loyalty.