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ORIGINAL RESEARCH article

Front. Nutr.
Sec. Food Policy and Economics
Volume 11 - 2024 | doi: 10.3389/fnut.2024.1482009
This article is part of the Research Topic Industry and Individuals: Branding, Labelling, and Marketing of Food Products View all 8 articles

The Impact of Perceived Value on Brand Image and Loyalty: A Study of Healthy Food Brands in Emerging Markets

Provisionally accepted
Elizabeth Emperatriz García-Salirrosas Elizabeth Emperatriz García-Salirrosas 1*Manuel Escobar-Farfán Manuel Escobar-Farfán 2Jorge Alberto Esponda Pérez Jorge Alberto Esponda Pérez 3Dany Yudet Millones-Liza Dany Yudet Millones-Liza 4Miluska Villar-Guevara Miluska Villar-Guevara 5Karla Liliana Haro-Zea Karla Liliana Haro-Zea 6Rodrigo Gallardo-Canales Rodrigo Gallardo-Canales 7
  • 1 Grupo de Investigación e Innovación para el Emprendimiento y Sostenibilidad. Universidad Nacional Tecnológica de Lima Sur, Lima 15816, Peru
  • 2 Department of Administration, Faculty of Administration and Economics, University of Santiago of Chile, Santiago 9170020, Chile
  • 3 Faculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas,, uxtla Gutiérrez 10 29000, Mexico
  • 4 Universidad Tecnológica del Perú, Lima 15487, Peru
  • 5 EP de Administración, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Juliaca 21100, Peru
  • 6 Facultad de Ciencias de la Ingeniería, Administrativas y Sociales. Universidad Autónoma de Baja California, Tecate 21460, Mexico
  • 7 Departamento de Tecnologías de Gestión, Facultad Tecnológica, Universidad de Santiago de Chile, Santiago de Chile, Chile

The final, formatted version of the article will be published soon.

    Introduction: Food brands that promote a healthy lifestyle are gaining more followers. Healthy food consumers are a conscious and demanding segment that values the quality and benefits they receive from a product and the ethical, environmental, and social impact of their purchasing decisions. The objective of the research is to evaluate the influence of perceived value components on health food brand image and brand loyalty in an emerging market.Methods: A cross-sectional and explanatory study was conducted considering 612 consumers of a healthy brand in Peru. The participants included women (65.2%) and men (34.8%), with ages between 18 and 56 (M= 22.56; SD= 5.95). Data were collected using a self-report form and statistically analyzed using PLS-SEM.The study hypotheses confirmed the impact of perceived emotional value, perceived social value, perceived financial value, and perceived quality on brand image and loyalty. However, the proposed model observes that perceived social value has no impact on brand loyalty.Implementing strategies that help build stronger, healthy brands is part of effective management for business leaders. In this context, the findings indicate that brands should effectively communicate their attributes and offer them that meet and exceed consumer expectations to achieve consumer loyalty. This is a mechanism to consolidate a strong and positive image that facilitates This is a provisional file, not the final typographic article.customer loyalty based on perceived value. The results obtained can help marketers and decisionmakers in the healthy food industry to design more effective brand strategies, which could increase demand for their healthy products.

    Keywords: perceived value, brand image, Loyalty, Healthy foods, Food Industry

    Received: 17 Aug 2024; Accepted: 13 Sep 2024.

    Copyright: © 2024 García-Salirrosas, Escobar-Farfán, Esponda Pérez, Millones-Liza, Villar-Guevara, Haro-Zea and Gallardo-Canales. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Elizabeth Emperatriz García-Salirrosas, Grupo de Investigación e Innovación para el Emprendimiento y Sostenibilidad. Universidad Nacional Tecnológica de Lima Sur, Lima 15816, Peru

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.