Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators (original) (raw)
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Journal of Consumer Marketing, 2015
Purpose-Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive brand relationship can mediate between; trust, satisfaction, attitude towards the brand and loyalty or moderates the link between these variables. Design/methodology/approach-Data were collected from 189 women who are using lipstick in Glasgow Scotland. Respondents were asked to answer a questionnaire having in mind their preferred brand. Findings-The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also suggested that brand relationship does not moderate the relationship between brand trust, satisfaction and brand loyalty, but it mediates the link amongst these constructs. Research limitations/implications-One product category was examined. The data were collected from females in a big city with non probabilistic sampling. Most of the respondents were younger consumers, who may have different behavior than older consumers. Practical implications-Managers who want to build loyal consumers need to appreciate the importance of consumer engagement with their brand through positive brand relationships. Therefore, they need to try to develop brand identities and project brand images that will make the brands look as appealing to the consumers as relationship partners. Originality/value-This paper is adding to the limited literature on brand engagement and brand relationships from a quantitative perspective and is contributing in theory building, since there is no clear theoretical view on whether the brand relationship has a direct effect, mediates or moderates the link between these variables.
2013
Brand loyalty facilitates in building brand equity, organization growth and profitability. Literature indicates mixed findings whether or not customer satisfaction drives brand loyalty suggesting the presence of some potential moderating or mediating mechanism explaining the relationship. Therefore, this study aimed at empirically investigation how customer satisfaction directly and indirectly, through brand trust, nurtures brand loyalty. Analysis, by using Baron and Kenny procedures and Sobel test, of one hundred and eighty three consumers of mobile services in Pakistan revealed that brand trust acts as partial mediator for the positive relation between customer satisfaction and brand loyalty. Recommendations for brand management and researchers are also presented.
Brand Experience towards Brand Loyalty with Brand Trust as Mediation variable
Sustainable Competitive Advantage, 2020
This paper aims to determine the effect of the Samsung Smartphone brand experience on brand loyalty by using brand trust as a mediating variable in Banyumas Regency. Manufacturers are required to have a plan to create consumer-brand relationships because it becomes the focus of branding theory in recent years. The research data will be analyzed by SEM AMOS using random sampling. The results of this study are expected to give practical and theoretical implications for the field of management, particularly those three variables that examined in the study.
The Role of Brand Trust Mediate The Relationship Of Brand Image With Brand Loyalty
2020
The development of globalization which is increasingly comprehensive in various parts of the world that affects the technological progress. This situation has an impact on community activities that are often supported by information technology itself that is able to facilitate all activities carried out by humans. The development of technology has an impact on the intense competition of companies or manufacturers to create and retain loyal customers, one of which is competition between brands of smartphones or smartphones. The purpose of this study is to explain the role of brand trust in mediating the relationship of brand image with brand loyalty. The study was conducted in the city of Denpasar with a total sample of 100 respondents of Samsung smartphone customers who have made repeat purchases (at least 2 times the purchase) of the product. The sample is determined using a non-probability sampling model, with a purposive sampling technique. The data analysis technique used is pat...
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Brands are accepted as one of the most valuable assets that a firm needs to build. To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidence on the causal relationships among different factors i.e., brand personality, image, experience, satisfaction, trust and commitment that have direct and indirect effects in the creation of brand loyalty. This study also aims to investigate the relationship between brand personality and brand image constructs that influence brand loyalty independently. Based on the objectives of the study, sixteen hypotheses were developed to test the relationships among brand loyalty determinants. The study was conducted using survey questionnaire and the data were collected from 490 mobile phone users in Malaysia. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was applied to test the relationsh...
Journal of International Conference Proceedings, 2019
This research examines the influence of brand experience and brand satisfaction of brand loyalty with brand trust as intervening variable. The samples used in this study were 130 respondents who were Honda motorcycle customers in Medan city. Nonprobability sampling Technique by purposive sampling method is used as a sampling technique. The analysis method is Structural Equation Modeling (SEM) using the AMOS-20 (Analysis of Moment Structure) device. It was found that brand experience and brand Trust have significant effect on brand trust and brand loyalty. Brand Trust is a significant effect on brand loyalty. Brand Trust is a partial mediation the influence of brand experience and brand trust of brand loyalty.
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Brands are of top priority and interest for many companies and marketing Professionals. Marketing managers are continuously realizing the power of the brands. In today’s competitive environment measuring the exact association of brands is most desirable goal for the organizations. The aim of research is to test empirically the mediating role of brand association for brand awareness and brand loyalty of customers and non-customers. In order to investigate the mediating role of the brand association for customers and non-customers, primary data were collected through a survey from both customers and non-customers of a mobile phone. Findings of the study confirm the mediating role of the brand association for awareness and loyalty for both customers and non-customers. Statistical Results show that Brand associations mediating role does not differ for customers and non-customers, across the product categories whereas the level of the association influents the level of the loyalty for a ...