Journal of Management Research and Review (JMRR)

Beyond Loyalty as an Outcome: A Fuzzy DEMATEL Analysis of Brand-Related Constructs in Online FMCG Retailing

Yari, Saeid Soleimani Shiv, Shabestari, Fatemeh

17 September 2026 · Vol. 2, Issue 9, pp. 770-782

DOI: 10.65150/EP-jmrr/V2E9/2026-06

Abstract

This study aims to identify the influence structure among brand-related factors on retail platforms, with a focus on Snapp Market. In the digital environment, brand constructs—including Brand Awareness, Brand Equity, Customer Satisfaction, Relationship Commitment, Brand Trust, and Brand Loyalty—form an interconnected network, and understanding their driving and influenced roles requires systemic analysis. Despite extensive research on relationships among these factors, a theoretical gap remains regarding their influence structure and the differentiation of driving from effect variables in online FMCG retailing in Iran. The study is applied in terms of purpose and descriptive-survey in terms of data collection. Data were collected through a Pairwise-Comparison Questionnaire completed by 16 experts in digital marketing and branding at Snapp Market. The relationships among the variables were analyzed using Fuzzy DEMATEL. The results showed that Customer Satisfaction and Brand Loyalty, with positive D−R values, were classified as Cause/Driving Variables. In contrast, Brand Awareness, Brand Equity, Relationship Commitment, and Brand Trust, with negative D−R values, were classified as Effect Variables. Customer Satisfaction emerged as the strongest driving factor, while Brand Equity exhibited the most negative D−R value and was therefore the most strongly influenced factor. Brand Trust was positioned close to the cause–effect boundary. The findings indicate that brand development on online retail platforms is better understood as an interconnected influence system rather than a linear sequence. The driving role of Customer Satisfaction and the active position of Brand Loyalty suggest that managerial attention should extend beyond treating loyalty solely as an end outcome. By providing an influence map, this study helps platform managers prioritize branding actions and allocate resources.

Keywords: Brand-Related Factors, Customer–Brand Relationships, Online FMCG Retailing, Fuzzy DEMATEL, Influence Structure

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Yari, Saeid Soleimani Shiv, Shabestari, & Fatemeh (2026). Beyond Loyalty as an Outcome: A Fuzzy DEMATEL Analysis of Brand-Related Constructs in Online FMCG Retailing. Journal of Management Research and Review, 2(9), 770-782. https://doi.org/10.65150/EP-jmrr/V2E9/2026-06

@article{Yari2026,
  title   = {Beyond Loyalty as an Outcome: A Fuzzy DEMATEL Analysis of Brand-Related Constructs in Online FMCG Retailing},
  author  = {Yari and Saeid Soleimani Shiv and Shabestari and Fatemeh},
  journal = {Journal of Management Research and Review},
  year    = {2026},
  volume  = {2},
  number  = {9},
  pages   = {770-782},
  doi     = {10.65150/EP-jmrr/V2E9/2026-06},
  url     = {https://doi.org/10.65150/EP-jmrr/V2E9/2026-06}
}

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