Integrated marketing communications as a tool for building strong retail chain brand loyalty: case of Lithuania

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In Lithuania, there is an intense competition happening between large retail chains for consumer loyalty. The research investigates the impact of retail chain brand factors and integrated marketing communication on retail brand loyalty. Two main brand outcomes are established for the study, i.e., retail brand factor and retail brand loyalty. For the retail brand factor five largest food and non-food retail chains in Lithuania: Maxima, Lidl, Rimi, Iki, and Norfa are selected. The relationships between integrated marketing communications (IMC), brand factors, and retail brand loyalty are examined. An online survey questionnaire was used to collect data from 272 consumers. For data analysis, statistical, mathematical methods such as correlation and regression analysis were applied. The research results revealed a statistically significant impact of retail brand identifiers and integrated marketing communication regarding consumers’ behavior to the retail brand chains’ choice. Regression is statistically significant and the coefficient of determination R2 is more than > 0.20, and the ANOVA p-value is less than 0.05, and a non-standardized coefficient of impact (non-standard β-coefficient) In terms of IMC tool impact on retail brand Maxima = 0.682, Lidl = 0.663, Rimi = 0.522, Iki = 0.469, Norfa = 0.540. The impact of the retail brand Maxima on customers’ retail brand loyalty is 0.961; Lidl is 0.882; Rimi is 0.824; Iki is 0.780; Norfa is 0.836, the impact of retail brand IMC tools on customers’ retail brand loyalty perceived values is Maxima = 0.721; Lidl = 0.558; Rimi = 0.737; Iki = 0.465; Norfa = 0.715.
The paper’s value is reflected by identifying factors affecting consumer loyalty to retail chain brands through IMC in the retail market in Lithuania. Retailers should consider these factors as they impact consumer decisions to stay in a long-term relationship with them.

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    • Figure 1. The theoretical framework of the study
    • Table 1. Comparison of the biggest retail brand chains in Lithuania
    • Table 2. Provided statements according to other scientific research by the authors and reliability of the questionnaire
    • Table 3. Socio-demographic profile of the respondents
    • Table 4. Main impact on variables
    • Conceptualization
      Vilma Tamulienė, Aušra Rašimaitė
    • Data curation
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Formal Analysis
      Vilma Tamulienė, Aušra Rašimaitė
    • Funding acquisition
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Investigation
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Methodology
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Project administration
      Vilma Tamulienė, Aušra Rašimaitė
    • Resources
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Software
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Supervision
      Vilma Tamulienė, Živilė Tunčikienė
    • Validation
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Visualization
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Writing – original draft
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė
    • Writing – review & editing
      Vilma Tamulienė, Aušra Rašimaitė, Živilė Tunčikienė