Brand trust in the context of consumer loyalty

The existing literature of brand loyalty has been essentially focused on the roles of perceived quality, brand reputation and especially satisfaction, due to the fact that they summarise consumers' knowledge and experiences, guiding their subsequent actions. In this context, the shifting emphas...

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Bibliographic Details
Published in:European journal of marketing 2001-12, Vol.35 (11/12), p.1238-1258
Main Authors: DelgadoBallester, Elena, Luis MunueraAlemn, Jos
Format: Article
Language:English
Subjects:
Brand image
Brand loyalty
Commitment
Competition
Consumer behavior
Consumer behaviour
Marketing
Multivariate analysis
Product differentiation
Research methodology
Spain
Studies
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Summary:The existing literature of brand loyalty has been essentially focused on the roles of perceived quality, brand reputation and especially satisfaction, due to the fact that they summarise consumers' knowledge and experiences, guiding their subsequent actions. In this context, the shifting emphasis to relational marketing has devoted a lot of effort to analyse how other constructs such as trust predict future intention. The fact that there are conceptual connections of trust to the notion of satisfaction and loyalty, and thatthis effort is especially lacking in the brand-consumer relationship, moves the authors to focus on analysing the relationships existing among these concepts. Research methodology consisted of regressions and multivariable analysis with a sample of 173 buyers. The results obtained suggest the key role of brand trust as a variable that generates customers' commitment, especially in situations of high involvement, in which its effect is stronger in comparison to overall satisfaction.
ISSN:0309-0566
1758-7123
DOI:10.1108/EUM0000000006475