From Image to Loyalty: The Mediating Role of Dealer Endorsement in Shaping Farmers’ Brand Relationship to Agri-Input Brands

In Pakistan, agriculture requires the services of Agri-input dealers, a trusted agent between farmers and manufacturers because of limited direct interaction and low levels of farmer literacy. Although business organizations are keen on creating good brand images, not much has been known on how these images relate to farmer trust and loyalty in the case of dealer endorsement. This paper focuses on the mediating effect of dealer endorsement in the association among the brand image, brand trust, and brand loyalty among farmers in the Agri-input industry of Pakistan. Data will be gathered by using mixed-method approach and structured surveys and interviews with farmers in rural areas of Pakistan, which are agricultural regions. The proposed relationships will be analyzed with the help of Structural Equation Modeling (SEM). The paper has a theoretical contribution to the research as it applies relationship marketing and brand equity studies to the agricultural sector. In practice, the results will assist Agri-input firms to understand the strategic role of dealers as channel of relationships to facilitate effective marketing strategies and enhanced loyalty of farmers in the agricultural supply chain.

Poster