Examining the Effects of Brand Addiction, Brand Image and Social Factors on Brand Loyalty in Mauritius


  • Chintamanee Sanmukhiya, Dilshad Bibi Ijeem


brand loyalty, mediation, PLS-SEM, social factors


The purpose of this research is to examine the effects of brand image, brand addiction and social factors on brand loyalty among Mauritian consumers.  This study designs an innovative conceptual framework to study how consumers respond to brands. Data from 263 consumers of branded cloth were collected through the internet via the snowballing technique and randomly across the island.  The Confirmatory Factor Analysis and subsequent hypothesis testing were done through the PLS-SEM approach.  Brand association and cultural factors which were initially included in the model, had to be dropped due to collinearity and reliability issues. 

The model has a good fit (SRMR<0.08).  The requirements for indicator reliability, internal consistency (α>0.7), convergent validity (AVE>0.5) and discriminant validity (HTMT<0.85) are met.  Brand image, brand addiction and social factors explain around 76% of the variations in brand loyalty.  These predictors have positive impacts on brand loyalty (p<0.05). Brand addiction and social factors act as mediators in the relationship between brand image and brand loyalty.  Also brand image has the biggest influence on brand loyalty, followed by brand addiction and social factors.  However companies must avoid exploiting the negative aspects of brand addiction for the sake of their customers and their long-term survival.