Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: an empirical study
The study focus on the role of self-expressive branding, brand love, brand trust and brand commitment on brand loyalty. It also identifies the strength of mediating effect of variable brand commitment between brand love and brand trust. Also measures the strength of mediating effect of variable bran...
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| Veröffentlicht in: | Economic research - Ekonomska istraživanja 2022-12, Vol.35 (1), p.6422-6444 |
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| container_title | Economic research - Ekonomska istraživanja |
| container_volume | 35 |
| creator | Suhan, Mendon Nayak, Smitha Nayak, Raveendranath Spulbar, Cristi Bai, Gokarna Vidya Birau, Ramona Anghel, Lucian Claudiu Stanciu, Cristian Valeriu |
| description | The study focus on the role of self-expressive branding, brand love, brand trust and brand commitment on brand loyalty. It also identifies the strength of mediating effect of variable brand commitment between brand love and brand trust. Also measures the strength of mediating effect of variable brand commitment between brand trust and brand loyalty. The data is gathered by using a structured questionnaire and a sample size of 101 respondents in a cross-sectional study. Statistical analysis has been done through SMART PLS 3.0 software. In the analysis part, PLS algorithms, bootstrapping, blindfolding, Importance performance matrix, FIMIX, Multi-Group analysis have been undertaken. A reflective model has been developed. The path coefficient value and empirical t-values of all direct relationships of variables above 0.2 and 1.96 respectively and substantiate the hypothesis. The results have shown that brand commitment is partially mediates the association between brand love and brand trust and also between brand trust and brand loyalty. The four-segment solution's FIMIX-PLS path coefficient shows that brand love and brand trust are more relevant in segment 3, followed by segment 2, segment 1 and segment 4, respectively. Companies should focus on improving their brand trust displayed by consumers followed by brand commitment which strengthens brand loyalty in the automobile sector. This industry could consider implementing this creating trustworthiness about the brand, by developing strong psychological connectedness between the customer and brand by the retail outlet by offering the best quality product, and by incorporating strategies to reduce cognitive dissonance among the buyers. |
| doi_str_mv | 10.1080/1331677X.2022.2048202 |
| format | Article |
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The four-segment solution's FIMIX-PLS path coefficient shows that brand love and brand trust are more relevant in segment 3, followed by segment 2, segment 1 and segment 4, respectively. Companies should focus on improving their brand trust displayed by consumers followed by brand commitment which strengthens brand loyalty in the automobile sector. 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| source | Taylor & Francis Open Access; EZB-FREE-00999 freely available EZB journals |
| subjects | Bootstrap method brand commitment brand love Brand loyalty brand trust Brands Cognitive dissonance Commitment Consumer behavior Consumers Credibility customer behaviour Customer satisfaction Economic growth Economic theory Emotions Group psychotherapy Loyalty Motor car industry Motor cars Self expression Self-expressive brand Statistical analysis sustainable development |
| title | Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: an empirical study |
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