International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 10, October (2014), pp. 51-57 © IAEME 51 A STUDY ON ANTECEDENTS OF BRAND LOYALTY IN THE TOILET SOAP MARKET A. HEMALATHA, M.Com., M.Phil Head, Department of Commerce, Shrimati Indira Gandhi College, Tiruchirappalli - 2 Dr. VALSAMMA ANTONY, M.Com., M.Phil., Ph.D Associate Professor (Rtd.), Department of Commerce, Holy Cross College (Autonomous), Tiruchirappalli - 620 002 Dr. G. SIVANESAN, B.Sc., MBA., M.Phil., PGDMM., Ph.D Assistant Professor, Jamal Institute of Management, Jamal Mohamed College, Tiruchirappalli - 20 ABSTRACT Winning brands are one of the most important ways for a company to achieve competitive advantage and superior performance. In the present scenario the main workings for the brand is sustenance, sustainability and sustained advantage to retain its customers and make them loyal users of the brand. One the most significant challenges for the brand managers are to understand the relationship between loyalty and its antecedents. In the toilet soap market no single brand enjoys maximum market share. The study is descriptive and cross section in nature. The data collected from consumers of Tiruchirappalli. Both primary and secondary data were considered for the study. The primary data were collected from the questionnaire. The questionnaire consists of six dimensions. The dimensions are Behavior loyalty, Attitudinal loyalty, Hedonic Value, Brand satisfaction, Brand equity, Brand value and Brand trust. The questionnaires were distributed to consumers who made purchase of Toilet Soaps in leading stores in Tiruchirappalli. As brand loyalty is found to be combination of several components, all the antecedents considered for the study should be given equal importance. In Toilet soap industry, a strong brand builds the foundation of business performance. The result of path analysis shows that Brand satisfaction, Brand equity and Brand trust has higher impact with behavior loyalty. Brand value and Hedonic value has higher impact with attitudinal loyalty. INTERNATIONAL JOURNAL OF MANAGEMENT (IJM) ISSN 0976-6502 (Print) ISSN 0976-6510 (Online) Volume 5, Issue 10, October (2014), pp. 51-57 © IAEME: http://www.iaeme.com/IJM.asp Journal Impact Factor (2014): 7.2230 (Calculated by GISI) www.jifactor.com IJM © I A E M E