THE TASTE OF A PROMISE: HOW BRAND IMAGE AND PERCEIVED QUALITY OF HRM PRODUCTS INFLUENCE CUSTOMER LOYALTY

Abstract

This study investigates the interplay between brand image, perceived product quality, and 
customer loyalty in Lagos, Nigeria's Home Meal Replacement (HMR) market. Grounded in 
Expectation-Confirmation Theory, the research examines how brand promises (brand image) 
align with actual product experiences, specifically taste and convenience, to influence loyalty. 
Utilizing a Structural Equation Modeling on data from 412 urban consumers, the findings 
reveal that while brand image positively affects customer loyalty, its impact is considerably 
weaker than perceived product quality. Notably, perceived quality, particularly regarding taste 
and convenience, emerges as the strongest predictor of loyalty and fully mediates the 
relationship between brand image and loyalty. These results underscore the dominance of 
tangible product performance over abstract brand reputation in emerging markets like Nigeria, 
where consumers prioritize authentic taste and convenience. The study contributes to marketing 
theory by contextualizing Expectation-Confirmation Theory within a developing economy. It 
offers practical recommendations for HMR brand managers to focus on product excellence and 
innovation to foster customer loyalty.