Topic: Key factors for increasing brand love and brand loyalty in the FMCG industry that the

company should apply.

1. Introduction:
Marketing is the activity of creating, communicating, providing, and exchanging benefits for the
customer, the organization, its stakeholders, and society. This definition shows that marketing
is far more than only advertising and personal selling. It is hard to discover the need and want
for delivering the benefit of goods, services, and ideas marketed to customers. Besides that,
the organization doing the marketing, the stakeholders affected (such as clients, employees,
and suppliers) and society should all benefit. (Lisa. M Keefe, 2008). However, in the
organization's marketing department, the marketing manager always considers the action and
develops a complete marketing program to approach clients the particular models have 4
elements called the four Ps- useful tools referenced to them and first published by Professor
E. Jerome McCarthy (1960). They are able to define each of the four Ps ( Price, Place,
Promotion, Product) as the elements of the marketing mix, and the marketing manager can
control the each of factors. But, Kotler and Zaltman (1979) argue that “ For the marketer, the
success of a campaign depends on the proper development of 4ps element and these
concepts are able to social cause” (P12). Kolter, Roberto, and Lee (2002) focus on the use of
market research, marketing segmentation, marketing planning
and the marketing mix to achieve behavioral change.

2. Literature review.

2.1 The limitation of the Marketing mix

However, the marketing mix is considered to limit (Gronroos , 1990,200). The marketing mix
reach is not adequate in the requirement of the modern marketing concept (Gummerson,
1995,200.). Zineldin (1995) said that: This model is unable for applying in the service sector,
also Rafiq and Ahmed (1992) discuss how this criticism of the 4Ps can be amplified to
industrial marketing. The argument is that the 4Ps do not take sufficient account of building
the long-term relationship between an industrial supplier and consumer.

Furthermore, if the long-term relationship is not strong enough to rise brand awareness in
customer's minds. The consequence of this process will make the firm gradually lose its image
recognization and market share. In addition, the ultimate objective of marketing is to help the
company can boost their sale of each product. To do this objective, increasing the brand love
for consumers is a foundation for maintaining the relationship between the brand and
consumers, because consumer-brand relationships are complex, especially when the
customer is started to the brand love process. The intricacies of consumers professing theory
love for a brand have long been debated by many little love involved. (Bagpzii 2017).

2.2 Brand love and consumer-brand relationship

Brand love is a term that was proved by Carroll and Ahuavia (2006, p81) to describe “the
degree of passionate emotional attachment a satisfied consumer has” for a brand. In addition,
brand love is a range of emotions, behaviors, and acknowledgments that bring the client into
the “mental prototype” (Batra 2021,p2). Grounded in theories from the field of psychology,
including the triangular theory of interpersonal love (Sternberg, 1986), Fournier (1998)
identified brand love as one of several relationship types that develop when consumers feel
the love from the brand ( Gumparthi & Patra, 2019). To the consumer, brand love shows
intimate consumer-brand experiences in positive circumstances.

Spread out brand love through positive word-of-mouth (Albert & Merunka, 2013.) and brand
loyalty (Carroll and Ahuavia, 2006, Fournier, 1998) will make the consumer willing to purchase
further than they expect and your product always at the customer's top of minds. However,
identified the positive brand emotions, brand evaluation, brand passion, and love toward a
brand psychological dimensions of brand love (Albert, 2008, Batra, 2012). The foundation for
building brand love includes three aspects: cognitive brand love, beliefs related to the brand,
effective brand love, and is willing to spend resources on the brand and desire to use the
brand (Rauschnabel and Ahuvia 2014).

2.3 Word-of-mouth is related to the key factor for increasing brand love

Word- of- mouth always consider as the easier way to rising brand love and brand loyalty in
consumers, including any information about the target objective transferred from one
individual to another, either personally or via some communication medium (Brown, 2005).
Effectively word-of- mount communication is an aspect of a brand to others (Gremler and
Gwinner, 2000), and making favorable recommendations to the third-party brand product and
then promoting the brand to another consumer because when the consumer feels satisfaction
from communicating something they like, it might be contributed to the dissemination of
positive word-of-mouth (Ismail and Spinelli, 2012). To elaborate the point, Ismail and Spinelli
found that the excitement dimension of brand personality (daring, spirited, imaginative) has a
direct and positive impact on world-of-mounth. Attaching personality to brand can make them
more desirable to the consumer (Bouhlel, 2011), leading them to recommend the brand,
spread positive word-of-mouth more further and encourage other consumer buy it.

3. Conclusion

In conclusion, this literature review summarized all the theory and the new concept for
approaching the proble,. Overall, the the business have the ability for manipulate the
consumer purchasing behavioral. However, maintain this manipulation is a different story and
also their are many ways to for keeping our consumer. But word- of- mouth will consider as
the easiest way and also is hardest depends on each other viewpoint for control the
purchasing decision. Beside that, marketer should remember some of the factor to influence
the customer behavior. In Vietnam, the research condected by Quan in 2022 has proven that,
word-of-mouth still the effective way to rise brand love and brand loyalty in consumer, even in
the modern age now digital platform is the trend that every company want to control it.

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