Evaluating the millennial mothers’ relationship building process with baby care brands across two emerging economies

Abstract

Purpose This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated. Design/methodology/approach The conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling. Findings Sensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement. Practical implications Marketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product. Originality/value The present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.