Purpose: This paper examined the determinants of brand loyalty for OTC drugs. It further analyzed brand experience, trust, and attachment to examine the model.

Methodology: It utilized a sample of 296 users in the Delhi-NCR region in India. A quantitative research technique was used to collect the data through a questionnaire. Smart PLS was used for the quantitative analysis of the proposed model.

Findings: The findings revealed that brand experience in Over-the-Counter Drugs (OTC) positively and significantly impacted brand loyalty. The findings revealed that experiential branding leads to effective brand loyalty.Practical Implication : The paper introduced the brand loyalty model for OTC brands and gave scope for developing the sustained growth of the product by working out the determinants of brand loyalty, such as brand experience, brand trust, and brand attachment.

Originality: The paper proposed and validated a unique OTC brand loyalty model.

1. Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/apjml-05-2021-0333
2. Andriyani, N. K., & Yudhistira, P. G. (2023). How does conventional travel agent services enhance brand loyalty? The relationship between customer experience, brand credibility, and brand trust. Journal of Theoretical and Applied Management, 16(1), 162–178. https://doi.org/10.20473/jmtt.v16i1.43170
3. Bae, B. R., & Kim, S.-E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: The moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/apjml-03-2022-0203
4. Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
5. Borges, A. P., Cardoso, C., & Rodrigues, P. (2016). Consumer's love for functional brands: The aspirin case. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 477–491. https://doi.org/10.1108/ijphm-07-2016-0035
6. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
7. Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
8. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
9. Chavadi, C. A., Sirothiya, M., Menon, S. R., & Vishwanatha, M. R. (2023). Modelling the effects of social media–based brand communities on brand trust, brand equity and consumer response. Vikalpa: The Journal for Decision Makers, 48(2), 114–141. https://doi.org/10.1177/02560909231172010
10. Chen, Y.-S. (2013). Towards green loyalty: Driving from green perceived value, green satisfaction, and green trust. Sustainable Development, 21(5), 294–308. https://doi.org/10.1002/sd.500
11. Costa-Font, J., Rudisill, C., & Tan, S. (2014). Brand loyalty, patients and limited generic medicines uptake. Health Policy, 116(2–3), 224–233. https://doi.org/10.1016/j.healthpol.2014.01.015
12. Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Núnez-Barriopedro, E. (2022). The role of consumer happiness in brand loyalty: A model of the satisfaction and brand image in fashion. Corporate Governance: The International Journal of Business in Society, 22(3), 458–473. https://doi.org/10.1108/cg-03-2021-0099
13. Dada, M. H. (2021). Impact of brand association, brand image & brand loyalty on brand equity. Journal of Marketing Strategies, 3(1), 29–43. https://doi.org/10.52633/jms.v3i1.33
14. Desveaud, K., Mandler, T., & Eisend, M. (2024). A meta-model of customer brand loyalty and its antecedents. Journal of Business Research, 176, Article ID 114589. https://doi.org/10.1016/j.jbusres.2024.114589
15. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
16. Escobar-Farfán, M., Cervera-Taulet, A., & Schlesinger, W. (2024). Destination brand identity: Challenges, opportunities, and future research agenda. Cogent Social Sciences, 10(1), Article ID 2302803. https://doi.org/10.1080/23311886.2024.2302803
17. Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: The emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
18. Global Market Insights. (2019, March 4). Over-the-counter drugs market to hit $185 billion by 2025: Global market insights Inc. PR Newswire. https://www.prnewswire.com/news-releases/over-the-counter-drugs-market-to-hit-185-billion-by-2025-global-market-insights-inc-300805621.html
19. Guru, R. R., Paulssen, M., & Japutra, A. (2024). Role of brand attachment and satisfaction in driving customer behaviors for durables: A longitudinal study. European Journal of Marketing, 58(1), 217–254. https://doi.org/10.1108/ejm-01-2022-0028
20. Hamdy, A., Zhang, J., & Eid, R. (2024). Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement. Marketing Intelligence & Planning, 42(1), 120–148. https://doi.org/10.1108/mip-05-2023-0211
21. Han, H.-E., Cui, G.-Q., & Jin, C.-H. (2021). The role of human brands in consumer attitude formation: Anthropomorphized messages and brand authenticity. Cogent Business & Management, 8(1), Article ID 1923355. https://doi.org/10.1080/23311975.2021.1923355
22. Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: The role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/ebr-02-2017-0039
23. Imtiaz, R., Nadeem, S., Mallick, F. A., Ghouri, Z., & Aziz, A. (2022). How attitudes translate to brand loyalty: Examining the antecedents and consequences of attitudinal and behavioral brand loyalty. Propel Journal of Academic Research, 2(2), 189–216. https://doi.org/10.55464/pjar.v2i2.43
24. Kapferer, J.-N. (1997). Managing luxury brands. Journal of Brand Management, 4(4), 251–259. https://doi.org/10.1057/bm.1997.4
25. Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal of Brand Management, 24(5), 439–452. https://doi.org/10.1057/s41262-017-0040-x
26. Kogut, T., & Kogut, E. (2011). Possession attachment: Individual differences in the endowment effect. Journal of Behavioral Decision Making, 24(4), 377–393. https://doi.org/10.1002/bdm.698
27. Kumar, S. S., & Menon, R. P. (2017). Brand loyalty of customers in smartphone brands. Indian Journal of Marketing, 47(3), 8–15. https://doi.org/10.17010/ijom/2017/v47/i3/111417
28. Kumar, S., & Hsieh, J.-K. (2024). How social media marketing activities affect brand loyalty? Mediating role of brand experience. Asia Pacific Journal of Marketing and Logistics, 36(10), 2300–2323. https://doi.org/10.1108/apjml-09-2023-0900
29. Liang, B. (2022). How brand experience, satisfaction, trust, and commitment affect loyalty: A reexamination and reconciliation. Italian Journal of Marketing, 2022(2), 203–231. https://doi.org/10.1007/s43039-021-00042-9
30. Ligaraba, N. (2024). Engaging consumer senses: The role of interactive brand experiences in brand building. International Review of Management and Marketing, 14(2), 1–6. https://doi.org/10.32479/irmm.15541
31. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press (MA).
32. Menon, P. B. (2021). Influence of social media marketing efforts on brand equity and consumer response to branded shoes in India. Indian Journal of Marketing, 51(9), 24–40. https://doi.org/10.17010/ijom/2021/v51/i9/166162
33. 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
34. Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/apjml-11-2019-0669
35. Munuera-Aleman, J. L., Delgado-Ballester, E., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1–18. https://doi.org/10.1177/147078530304500103
36. Nandi, S., & Pattanayak, J. K. (2015). Brand loyalty and switching: An empirical study on mobile phone usage among young Indian adults. Indian Journal of Marketing, 45(3), 39–53. https://doi.org/10.17010/ijom/2015/v45/i3/79966
37. Nguyen, N., Leclerc, A., & LeBlanc, G. (2013). The mediating role of customer trust on customer loyalty. Journal of Service Science and Management, 6(1), 96–109. https://doi.org/10.4236/jssm.2013.61010
38. Nysveen, H., & Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807–832. https://doi.org/10.2501/ijmr-2014-016
39. Ogawa, A. Y., & Cuandra, F. (2022). Factors affecting brand loyalty on imported instant noodles products mediated by brand trust. Jurnal Bisnis Dan Akuntansi, 24(1), 1–14. https://doi.org/10.34208/jba.v24i1.1290
40. Oppong, P. K., & Phiri, M. A. (2018). Impact of brand awareness and association on loyalty: The role of equity in plant medicine market in Kumasi, Ghana. African Journal of Business and Economic Research, 13(2), 163–181. https://doi.org/10.31920/1750-4562/2018/v13n2a8
41. Oppong, P. K., Owusu, J., Hammond, P., & Amissah, E. (2022). Exploring the nexus between packaging, quality, equity and loyalty in drug industry. Open Journal of Business and Management, 10(5), 2414–2431. https://doi.org/10.4236/ojbm.2022.105121
42. Park, C. W., MacInnis, D. J., & Priester, J. (2008). Brand attachment: Constructs, consequences, and causes. Foundations and Trends® in Marketing, 1(3), 191–230. https://doi.org/10.1561/1700000006
43. Prasad, S. S., Rathore, V. S., & Kathawala, A. A. (2019). An exploratory study of positioning of cement brands in Rajasthan. Indian Journal of Marketing, 49(2), 52–60. https://doi.org/10.17010/ijom/2019/v49/i2/141583
44. Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7–8), 664–683. https://doi.org/10.1057/bm.2014.23 4
45. Risitano, M., Romano, R., La Ragione, G., & Quintano, M. (2023). Analysing the impact of green consumption values on brand responses and behavioural intention. Business Ethics, the Environment & Responsibility, 32(3), 1096–1112. https://doi.org/10.1111/beer.12543
46. 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(3), 1537–1548. https://doi.org/10.5267/j.uscm.2024.3.025
47. Shao, Z., Zhang, L., Pan, Z., & Benitez, J. (2023). Uncovering the dual influence processes for click-through intention in the mobile social platform: An elaboration likelihood model perspective. Information & Management, 60(5), Article ID 103799. https://doi.org/10.1016/j.im.2023.103799
48. Shohel, M., Islam, T., Al-Amin, M., Islam, A., & Rahman, M. (2013). Investigation of consumer attitudes, intentions and brand loyal behavior on the OTC drugs in Bangladesh. Journal of Pharmaceutical Research International, 3(3), 454–464. https://doi.org/10.9734/bjpr/2013/3717
49. Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449
50. Smaoui, F., Kilani, F. A., & Touzani, M. (2016). Country-of-origin versus brand: Consumers' dilemma when choosing between generic and branded drugs in emerging countries. Journal of Product & Brand Management, 25(2), 148–159. https://doi.org/10.1108/jpbm-04-2014-0553
51. Soomro, S. A., Eyupoglu, S. Z., & Ali, F. (2024). Linking customer mindsets, brand engagement, and citizenship behavior: The moderating role of brand trust. Journal of Product & Brand Management, 33(3), 385–396. https://doi.org/10.1108/jpbm-05-2023-4493
52. Sreejith, R., & Suresh, K. (2017). The Patanjali marketing sutra - An exploratory analysis of brand experience, personality, satisfaction, and loyalty in the FMCG space. Indian Journal of Marketing, 47(9), 36–48. https://doi.org/10.17010/ijom/2017/v47/i9/118092
53. Srivastava, M. (2016). A study of determinants of brand loyalty in cosmetics for women consumers of Pune city using path analysis via regression. Indian Journal of Marketing, 46(6), 33–50. https://doi.org/10.17010/ijom/2016/v46/i6/94845
54. Sumbly, Y., & Siraj, S. (2019). Brand experience – A systematic review and research agenda. Indian Journal of Marketing, 49(5), 33–48. https://doi.org/10.17010/ijom/2019/v49/i5/144023
55. Tomar, V. S., Tomar, R. S., & Khattri, V. (2020). Moderating role of brand trust on offline vs online shoppers and its impact on cognitive dissonance. Indian Journal of Marketing, 50(8–9), 66–79. https://doi.org/10.17010/ijom/2020/v50/i8-9/154692
56. Tran, L.-A., & Chang, T.-Y. (2022). What makes customers loyal to an online booking brand? The effects of online brand experience and brand attachment. Journal of Quality Assurance in Hospitality & Tourism, 25(2), 187–214. https://doi.org/10.1080/1528008x.2022.2109239
57. Velavan, C., Kumar, S. N., & Raj, S. V. (2015). A study on brand preference and brand switching behaviour of bt cotton farmers in Andhra Pradesh. Indian Journal of Marketing, 45(11), 17–28. https://doi.org/10.17010/ijom/2015/v45/i11/81876
58. Vishnoi, S. K., Akhter, S., Bagga, T., & Mittal, A. (2023). Modeling the determinants of brand loyalty using PLS-SEM : A study of automobile customers in emerging economies. Indian Journal of Marketing, 53(12), 27–44. https://doi.org/10.17010/ijom/2023/v53/i12/173352
59. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
60. Zha, D., Foroudi, P., Melewar, T. C., & Jin, Z. (2024). Examining the impact of sensory brand experience on brand loyalty. Corporate Reputation Review. https://doi.org/10.1057/s41299-023-00175-x