مجلة الامتياز لبحــوث الاقتصاد والادارة
Volume 10, Numéro 1, Pages 546-561
2026-06-05
Value-based Digital Marketing And Brand Loyalty: Evidence From Algerian Digital Consumers
Authors : Hamdoune Asma .
Abstract
Brand loyalty is increasingly difficult to sustain in digitally saturated markets where consumers continuously compare competing value propositions online. This study examines how Value-Based Digital Marketing (VBDM) — combining personalized content, customer value proposition, relationship management, and data-driven optimization — generates brand loyalty among Algerian digital consumers. The model tests three mediated pathways through Customer Trust & Transparency, Consumer-Brand Engagement, and Consumer-Based Brand Assets, with Collectivism Orientation moderating the engagement-loyalty link. A mixed-methods design combining PLS-SEM with expert interviews was applied across five Algerian digital consumer segments. All hypotheses are confirmed: VBDM directly predicts brand loyalty, all three mediation pathways prove statistically significant, and Collectivism Orientation meaningfully moderates the engagement-loyalty relationship. The model accounts for a substantial share of variance in brand loyalty, underscoring its explanatory strength. These findings provide actionable guidance for Algerian digital brands seeking to build sustainable loyalty in a collectivist, mobile-first consumer environment.
Keywords
Value-Based Digital Marketing ; Brand Loyalty ; Consumer-Brand Engagement ; Collectivism Orientation ; PLS-SEM ; the Algerian digital market
Les articles similaires
Gouacem Narimane
.
Attallah Lahcen
.
pages 884-903.
Sayah Fatima
.
pages 281-296.
Fellah Mohamed
.
Baghdad Bey Ghali
.
pages 830-857.
Beladel Hafidh
.
Guetatlia Issam
.
Ahmidat Essiddik
.
pages 605-622.
