Small Purchases Make A Big Difference

Sammanfattning: The high competition in the FMCG market today has led to an increased focus on retaining customers and adding value beyond the core business interest. Consequently, most brands engage in cause-related activities to drive brand loyalty. However, the FMCG industry is characterized by low customer involvement, which could argue why cause-related activities do not affect customer behavior. Furthermore, both phenomena of brand loyalty and brand activism are complex and there is a lack of consensus in previous research regarding the direct effects of the relationship, particularly within an FMCG context. Therefore, this study aimed to investigate how brand-cause fit influences brand loyalty within the FMCG industry. The results showed that customer attitudes, social norms, and perceived behavioral control are three indirect effects that significantly impact the relationship between brand-cause fit and brand loyalty. Academically, the findings of this study contribute to previous research by identifying the three indirect effects. Managerially, the findings contribute to an understanding of the complexity of building brand loyalty through cause-related activities in an FMCG context.