Investigating the effects of brand authenticity, emotional branding, and brand experience on consumer buying behaviour (brand trust and customer loyalty) in the ICT industry in Zimbabwe (First Pack case study).

Abstract

This study investigated the influence of brand authenticity, emotional branding, and brand experience on consumer buying behaviour within Zimbabwe's ICT sector, with brand trust as the mediating variable and customer loyalty as the outcome variable. The research was motivated by the increasing competition in the ICT industry and the challenge businesses face in retaining loyal customers. The study employed a quantitative descriptive-correlational research design. The data were collected through questionnaires distributed in physical and online formats to consumers in Harare who had used First Pack products and services. The researcher used purposive sampling and convenience sampling techniques to select participants. Of the 384 questionnaires distributed, 360 valid responses were obtained and analysed using SPSS and AMOS. Structural Equation Modelling (SEM) was used to test the four research hypotheses, and the structural model demonstrated an excellent fit. The findings revealed that brand authenticity, emotional branding, and brand experience each had a statistically significant positive effect on brand trust. The results further established that brand trust fosters customer loyalty through repeat purchases and positive word-of-mouth recommendations, with all hypotheses supported at p < 0.001. The study concluded that ICT companies should prioritise authentic brands, create emotional connections with customers, and maintain consistent brand experiences to build brand trust, which in turn drives customer loyalty. The research recommends that ICT companies improve service quality, customer engagement, and communication to maintain long-term customer relationships.