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| Natura: | Recurso digital |
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Zenodo
2026
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| Accesso online: | https://doi.org/10.5281/zenodo.19155156 |
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Sommario:
- <p>This study examines the effect of brand free-riding on brand loyalty in the soap <br>and detergent market in selected cities of Southern Ethiopia. Brand free-riding, <br>defined as the imitation of brand-related cues such as packaging and visual <br>appearance, represents a form of imitation-based competition that may influence <br>consumer evaluations. While prior research has focused on traditional <br>determinants of brand loyalty, limited attention has been given to perceived <br>brand similarity in developing markets. <br>Using a quantitative cross-sectional design, data were collected from 450 <br>consumers and analyzed using regression techniques. The results show a strong <br>and statistically significant positive effect of brand free-riding on brand loyalty <br>(β = 0.749, p < 0.001), explaining 56.1% of the variance (R² = 0.561). <br>The findings suggest that visual similarity may reinforce habitual purchasing <br>behavior rather than weaken loyalty. This study provides empirical insight into <br>imitation-based competition in FMCG markets and offers implications for <br>branding and regulation.</p>