Assessing Brand Recommendation Intention for Fast-Moving Consumer Goods: Tests of Demographic Moderators

Abstract

Purpose: In this research, it has investigated the effects of brand community engagement and brand community commitment on brand recommendation intention in the FMCG industry in Bangladesh with age and gender as moderators. It fills voids in the fragmented relationship between BCC and BRI based on Social Identity Theory and Theory of Planned Behavior. Such integration Account Explains how the identity-based involvement accounts for explaining the consumer matching with brand communities and the mechanisms of behavioral intention which information processes how attitudes, norms and perceived control lead the commitment to perform in recommendation actions.

Design/methodology/approach: The six-point Likert scale was used through convenience sampling method to conduct a quantitative survey of 395 FMCG buyers. Constructs were taken from the validated scales. Reliability, validity and hypotheses, including interaction effects for moderators, were tested using PLS-SEM in SmartPLS 4.

Findings: BCE and BCC positively predict BRI, which supports the hypothesis. However, age and gender do not have any direct or moderating effects on the relationships. The model accounts for 69.5% of the BRI variance, reaffirming BCE and BCC as primary contributors beyond demographics.

Research limitations/implications: Cross-sectional sampling limits causality; longitudinal or cross-cultural research may examine mediators such as trust. Underpinning these findings is a psychological driver of consumer advocacy. In terms of practical implications, the findings suggest that FMCG brand managers should focus on community involvement to increase recommendations across the board rather than concentrating on demographic-based segments.

Originality/value: The current study is the first to examine brand community commitment and brand recommendation intention linkage with demographic moderators in an FMCG context and demonstrates the primacy of engagement in advocacy and the challenge of demographic dependence in the brand community literature.