Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective

Kwan Soo Shin, Sean and Amenuvor, Fortune Edem and Basilisco, Richard and Owusu-Antwi, Kwasi (2019) Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 38 (4). pp. 1-17. ISSN 2457-1024

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Abstract

This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.

Item Type: Article
Subjects: East India Archive > Multidisciplinary
Depositing User: Unnamed user with email support@eastindiaarchive.com
Date Deposited: 04 Apr 2023 11:43
Last Modified: 14 Sep 2024 04:30
URI: http://ebooks.keeplibrary.com/id/eprint/736

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