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Antecedents of Brand Loyalty in South Korean Rice Market

Abstract The objectives of this study are to develop and test a research model specifying the relationship between brand loyalty and sales of rice brands and to provide insight on establishing a marketing strategy for rice brands in South Korea. Results indicate that the information source a consumer relies upon is related to brand loyalty in the rice category. Second, consumers who are highly involved with the product category tend to be more brand loyal. Third, characteristics of purchasing behavior are positively related to rice brand loyalty. Fourth, demographic characteristics can partially explain differences in rice brand loyalty. Finally, rice brand loyalty was positively related to consumer satisfaction.