A Behavioral Predictive Model of the 4E’s of Marketing as Determinants of Consumer Choice and Brand Loyalty in Accessible Luxury Brands
DOI:
https://doi.org/10.65339/ijsair.V2.I3.764Keywords:
Accessible Luxury Brands, Brand Loyalty, Consumer Choice, Consumer Behavior, Experience, Exchange, Evangelism, Everyplace, Structural Equation Modeling (SEM)Abstract
This study developed and evaluated a behavioral predictive model examining the influence of the 4E’s of Marketing—Experience, Exchange, Evangelism, and Everyplace—on consumer choice and brand loyalty toward accessible luxury brands. Anchored in Consumer Decision-Making Theory, Relationship Marketing Theory, and the Theory of Planned Behavior, the study employed a descriptive-correlational design with a predictive component. Data were collected from 300 selected consumers in Antipolo City, Philippines, who had prior purchasing experience or direct engagement with accessible luxury brands, using a researcher-developed, expert-validated, and pilot-tested questionnaire. Descriptive statistics, multiple regression, simple regression, and Structural Equation Modeling were used to analyze the data and evaluate the proposed model. The respondents positively assessed the four marketing dimensions, consumer choice, and brand loyalty. Experience emerged as the strongest predictor of consumer choice, followed by Everyplace, Exchange, and Evangelism, while consumer choice significantly predicted brand loyalty. The model-fit results supported the proposed sequence in which the 4E’s of Marketing collectively predict consumer choice, which subsequently predicts brand loyalty. Consumer choice was therefore interpreted as an intervening behavioral mechanism rather than as a statistically confirmed mediator because no separate indirect-effect test was reported. The study concludes that integrating experiential, value-based, advocacy-oriented, and accessibility-focused strategies may strengthen consumer choice and long-term brand relationships within the defined study context. The findings support the use of the proposed behavioral framework in consumer-centered marketing and provide a basis for future research involving additional variables, broader populations, and longitudinal designs. The study also has potential relevance to SDG 8, SDG 9, and SDG 12 by informing innovative marketing practices, business competitiveness, and more informed consumer decision-making; however, these sustainability implications represent potential applications because sustainability outcomes were not directly measured.
References
Abdelmeguid, A., Tsironis, G. P., Afy-Shararah, M., Tsagarakis, K. P., & Salonitis, K. (2024). Insights into sustainability and circular economy trends in luxury fashion: A LinkedIn topic modelling study. Cleaner and Responsible Consumption, 15, Article 100228. https://doi.org/10.1016/j.clrc.2024.100228
AbouElgheit, E. (2024). The role of generative AI in shaping Millennials and Gen Z’s orientation toward luxury products. Journal of Marketing Development and Competitiveness, 18(2). https://doi.org/10.33423/jmdc.v18i2.7012
Ahmadian, S., Sahraei, B., & Khosro, S. K. (2023). Brand attachment, brand experience, brand image, perceived quality, perceived value, and brand loyalty. Journal of Humanities, Social Sciences and Business, 3(1), 257–269. https://doi.org/10.55047/jhssb.v3i1.863
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Arellano, G. M. S., Leonor, A. C. D., Palmares, C. B., & Santos, K. K. D. C. (2022). The influence of social media marketing towards Filipino buying behavior [Preprint]. Zenodo. https://doi.org/10.5281/zenodo.6598679
Arora, A. P., & Kishor, N. (2019). Factors determining purchase intention and behaviour of consumers towards luxury fashion brands in India: An empirical evidence. British Journal of Marketing Studies, 7(4), 34–58.
Austria, E., Peralta, A. G., & Dacara, B. C. (2022). Analyzing consumer behavior towards luxury jewelry brands. Journal of Business and Management Studies, 4(1), 76–90. https://doi.org/10.32996/jbms.2022.4.1.11
Avdhesh, V., Jain, R., & Tyagi, A. (2023). Exploring the impact of experiential marketing on audience perception in Indian performing art educational institutions. EAI Endorsed Transactions on e-Learning, 8(3), Article e2. https://doi.org/10.4108/eetel.v8i3.3368
Aziz, S. A., Mansor, F., & Cob, C. M. S. C. (2025). The experience–loyalty nexus: A comprehensive review of user experience as a driver of brand loyalty. International Journal of Research and Innovation in Social Science, 9(10), 940–949. https://doi.org/10.47772/IJRISS.2025.910000082
Azmy, A., Wiadi, I., & Risza, H. (2023). Product value creation training through value proposition canvas (VPC) with the South Jakarta Small Medium Enterprise (SME) community. Jurnal Pengabdian Pada Masyarakat, 8(4), 834–845. https://doi.org/10.30653/jppm.v8i4.440
Balazon, E. G., Soquiat, M. M., & Lumbera, M. L. (2025). Social media influencers and buying behavior of Millennials in the Philippines: A theory of planned behavior perspective. International Journal of Accounting and Economics Studies, 12(7), 699–711. https://doi.org/10.14419/x02j5h37
Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). American Marketing Association.
Bodaghi, G., Vazifehdust, H., & Hamdi, K. (2025). Identifying the factors influencing consumer behavior in purchasing luxury brands: A mixed-methods research approach. Business, Marketing, and Finance Open, 2(5), 1–11. https://doi.org/10.61838/bmfopen.159
Bora, N., Kushnir, O., & Kruchak, L. (2025). Marketing as a system of instant response and artificial influence on consumer behavior and information trends. Investytsiyi: Praktyka ta Dosvid, 15, 194–199. https://doi.org/10.32702/2306-6814.2025.15.194
Bozkurt, S., & Yavuz, Ş. (2025). Dimensions and effects of brand experience and brand advocacy in the new generation consumer. International Journal of Social Sciences and Education Research, 11(3), 188–201. https://doi.org/10.24289/ijsser.1750176
Brandão, A., & Magalhães, F. (2023). Please tell me how sustainable you are, and I’ll tell you how much I value you! The impact of young consumers’ motivations on luxury fashion. Cogent Business & Management, 10(3), Article 2287786. https://doi.org/10.1080/23311975.2023.2287786
Brown, A., Hecker, K. G., Bok, H. G. J., & Ellaway, R. H. (2021). Strange bedfellows: Exploring methodological intersections between realist inquiry and structural equation modeling. Journal of Mixed Methods Research, 15(4), 485–506. https://doi.org/10.1177/1558689820970692
Buehring, J. H., & O’Mahony, B. (2019). Designing memorable guest experiences: Development of constructs and value generating factors in luxury hotels. Journal of Hospitality and Tourism Insights, 2(4), 358–376. https://doi.org/10.1108/JHTI-11-2018-0077
Carlos, J. D. B., & Menes, M. C. C. (2025). Purchase decision-making styles, marketing mix, and socio-demographic factors influencing consumer buying behavior. TPM – Testing, Psychometrics, Methodology in Applied Psychology, 32(S7), 686–696.
Chen, C. (2023). High fashion consumer behaviors and perceptions on cause-related marketing [Preprint]. Research Archive of Rising Scholars. https://doi.org/10.58445/rars.668
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Daga, R., & Indriakati, A. J. (2022). Religiosity, social and psychological factors on purchase decisions and consumer loyalty. Jurnal Manajemen, 26(3), 469–491. https://doi.org/10.24912/jm.v26i3.941
Dealca, S. M., Estrera, J. R. D., Tibalao, C. L. L., & De Jesus, F. L. B. (2022). Customer satisfaction towards luxury clothing. Journal of Business and Management Studies, 4(2), 313–333. https://doi.org/10.32996/jbms.2022.4.2.25
Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. Holt, Rinehart and Winston.
Fraenkel, J. R., Wallen, N. E., & Hyun, H. H. (2019). How to design and evaluate research in education (10th ed.). McGraw-Hill Education.
Furtado, G. F., Boeing, R., & Almeida, Q. M. (2023). Influence factors of consumers’ decision-making: The behavioral perspective on car buying. ReMark – Revista Brasileira de Marketing, 22(1), 223–300. https://doi.org/10.5585/remark.v22i1.17462
Gadzali, S. S. (2023). Determinants of consumer purchases in the perspective of business psychology. Apollo: Journal of Tourism and Business, 1(1), 23–28. https://doi.org/10.58905/apollo.v1i1.9
Hossain, M. Z., & Kibria, H. (2024). Exploring the evolution of brand loyalty in the age of social media. Journal of Service Science and Management, 17, 219–247. https://doi.org/10.4236/jssm.2024.173011
Kalyoncuoğlu, S. (2025). Strategic experiential marketing: A conceptual and module-oriented analysis. Journal of Management and Economic Studies. https://doi.org/10.26677/TR1010.2025.1521
Kanchan, A. S. (2026). Consumer decision-making in the digital age: A literature review. International Journal for Multidisciplinary Research, 8(1), Article IJFMR260165702.
Lin, F.-L., & Ku, T.-H. (2023). Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty. South African Journal of Business Management, 54(1), Article a3583. https://doi.org/10.4102/sajbm.v54i1.3583
Mada, Y. P. (2024). The evolution and revolution of marketing mix from 4P to 4C to 4E to e-marketing mix: A literature overview. International Journal of Innovations in Engineering Research and Technology, 11(8), 37–47. https://doi.org/10.26662/ijiert.v11i8.pp37-47
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Ologunebi, J., & Taiwo, E. O. (2023). Digital marketing strategies, plan and implementations: A case study of Jumia Group and ASDA UK. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4594774
Oppong, P. K., Mensah, J. V., & Addae, M. (2021). The importance of value, image, credibility and trust to repurchase intentions in over-the-counter herbal market in Sub-Saharan Africa. Open Journal of Business and Management, 9(4), 2080–2099. https://doi.org/10.4236/ojbm.2021.94110
Rady, A., Abdel-Aziz, M., & Touni, R. (2023). The impact of price fairness on the perceived value and customer satisfaction under the exchange rate change in hotels in Egypt. Journal of Association of Arab Universities for Tourism and Hospitality, 25(2), 68–104. https://doi.org/10.21608/jaauth.2024.254341.1534
Saewanee, C., Napalai, J., & Jaroenwanit, P. (2024). Factors affecting customer retention of e-marketplace industries through Stimulus-Organism-Response (SOR) model and mediating effect. Uncertain Supply Chain Management, 12, 1537–1548. https://doi.org/10.5267/j.uscm.2024.3.025
Saleh, Y., & Nurhilalia, N. (2024). The impact of consumer behavior on consumer loyalty. Golden Ratio of Mapping Idea and Literature Format, 4(2), 140–153. https://doi.org/10.52970/grmilf.v4i2.357
Shahid, S., Paul, J., & Gilal, F. G. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Tariaranie, W. R., & Amalia, J. (2023). The role of brand experience in brand advocacy through brand satisfaction of Avoskin users at e-commerce. In I. Zutiasari & D. T. Kurniawan (Eds.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023) (pp. 49–55). Atlantis Press. https://doi.org/10.2991/978-94-6463-302-3_7
Verhoef, P. C. (2021). Omni-channel retailing: Some reflections. Journal of Strategic Marketing, 29(7), 608–616. https://doi.org/10.1080/0965254X.2021.1892163
