The purpose of the study is to seek the impact of loyalty on purchase intention of consumers with regard to healthy and unhealthy food advertisements in Sri Lanka. After referring to various past researches it has been identified that loyalty is one of the most influential factors in determining the purchase intention of consumers. However, when referring to past researches it has been evident that there is a lack of knowledge in the area of healthy and unhealthy food advertisements particularly in Sri Lankan context. Due to the shortfall of literature the present study concentrated on exploring the impact of loyalty towards the purchase intention of Sri Lankan consumers. Therefore, the objectives of the study were primarily achieved by analysing the data gathered via a self-administered questionnaire that was distributed among 384 Sri Lankan consumers. Convenient sampling was the sampling method that was utilized and analytical techniques such as correlation and regression were applied. The present study indicated that loyalty has a positive impact towards purchase intention of Sri Lankan consumers when it comes to both healthy and unhealthy food advertisements. When it comes to the knowledge implications, the study is significant as it identified that that there is a strong correlation existing between the loyalty and purchase intention. It has also been apparent that brand loyalty is created through a past positive experience that a consumer has with a particular food brand.
References
Albiniak, P. (2007). Nick, Discovery get healthy. Broadcasting and Cable, 137(33), 12.
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis.
Breastcancer.org. (2018). What does healthy eating mean? Retrieved from https://www.breastcancer.org/tips/nutrition/healthy_eat
Cambridge Dictionary. (2020). Health Food. Retrieved from https://dictionary.cambridge.org/dictionary/english/health-food
Central Bank of Sri Lanka [CBSL]. (2018). SRI LANKA SOCIO ECONOMIC DATA 2018. Retrieved from Colombo, Sri Lanka:
Cezar, A. (2008). The effects of television food advertising on childhood obesity. 5(1), 2.
Chandra, A., Paul, D., & Emmett, D. (2005). An Exploratory Examination of Health Food Advertising: Consumer Perceptions, Behaviour and Acceptance. Journal of Medical Marketing, 5, 57-65. doi:10.1057/palgrave.jmm.5040202
Folta, S. C., Goldberg, J. P., Economos, C., Bell, R., & Meltzer, R. (2006). Food advertising targeted at school-age children: A content analysis. Journal of Nutrition Education and Behavior, 38, 244-248.
Javinani, G. M., & Shokri, S. A. (2014). Role of Psychological Factors on Advertising Effectiveness. International Journal of Academic Research in Business and Social Sciences, 4. doi:10.6007/IJARBSS/v4-i10/1242
Hameed, S., & Kanwal, M. (2018). Effect of Brand Loyalty on Purchase Intention in Cosmetics Industry. Research in Business and Management, 5, 25. doi:10.5296/rbm.v5i1.12704
Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. 28(4), 404.
Harrison, K., & Marske, A. (2005). Nutritional Content of Foods Advertised During the Television Programs Children Watch Most. American journal of public health, 95, 1568-1574. doi:10.2105/AJPH.2004.048058
Idris, I., Shukri, M., & Khatibi, A. (2009). Personal and Psychological Factors-Does it Impact the Choice of Advertising Medium? Journal of Social Sciences, 5. doi:10.3844/jssp.2009.104.111
Jakštien?, S., Susnien?, D., & Narbutas, V. (2008). The Psychological Impact of Advertising on the Customer Behavior. International Business Information Management Association (IBIMA), 3, 50-55.
Jenkin, G., Wilson, N., & Hermanson, N. (2009). Identifying 'unhealthy' food advertising on television: a case study applying the UK Nutrient Profile model. Public Health Nutr, 12(5), 614-623. doi:10.1017/S1368980008003029
Kelly, B., Halford, J. C., Boyland, E. J., Chapman, K., Bautista-Castaño, I., Berg, C., . . . Effertz, T. (2010). Television food advertising to children: a global perspective. 100(9), 1730-1736.
Khuong, M. N., Hoa, N. V., & Nguyen, T. D. (2016). The Effect of Television Commercials on Customers’ Loyalty — A Mediation Analysis of Brand Awareness. International Journal of Trade, Economics and Finance, 7(2).
Lobstein, T., & Dibb, S. (2005). Evidence of a possible link between obesogenic food advertising and child overweight. 6(3), 203-208. doi:10.1111/j.1467-789X.2005.00191.x
McGinnis, J., Gootman, J., & Kraak, V. (2006). Food marketing to children and youth: threat or opportunity?
Muiz, S. (2015). Harmful Food Advertising and alarming rise in NCDs. Retrieved from http://www.dailymirror.lk/96583/harmful-food-advertising-and-alarming-rise-in-ncds
National Health Service UK. (2017). Eating processed foods. Retrieved from https://www.nhs.uk/live-well/eat-well/what-are-processed-foods/
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.
Percy, L., & Rossiter, J. R. (1997). Advertising communications and promotion management: McGraw-Hill.
Powell, L. M., Szczypka, G., Chaloupka, F. J., & Braunschweig, C. L. (2007). Nutritional Content of Television Food Advertisements Seen by Children and Adolescents in the United States. 120(3), 576-583. doi:10.1542/peds.2006-3595 %J Pediatrics
Prathapan, S., Wijewardena, K., & Low, W. Y. (2016). Content Analysis of Food and Beverages Adv
In-Text Citation: (Dissanayake et al., 2020)
To Cite this Article: Dissanayake, D. M. N. I., Seneviratne, N. T., Hansasara, L. A. D. S., Perera, L. D. N., & Jayasuriya, N. A. (2020). The Impact of Loyalty Value on Purchase Intention: Comparative Analysis of Healthy Food and Unhealthy Food Advertisements in Sri Lanka. International Journal of Academic Research in Business and Social Sciences, 10(5), 312–321.
Copyright: © 2020 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
