Brand Trust and Affect in the Luxury Brand-Customer Relationship

The influences of trust and affect on increasing likelihood to purchase luxury brands was examined. Because in most existing studies of luxury brand female customers have been targeted, in contrast a more comprehensive luxury brand loyalty building framework for male customers was demonstrated in th...

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Bibliographic Details
Published in:Social behavior and personality 2012-03, Vol.40 (2), p.331-338
Main Authors: Song, Younghee, Hur, Won-Moo, Kim, Minsung
Format: Article
Language:English
Subjects:
Brand choice
Brand Loyalty
Brand Trust
Consumer behavior
Consumers
Customer Satisfaction
Females
Loyalty
Luxuries
Luxury Brand Consumption
Males
Management
Marketing
Risk
Strategies
Trust
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Summary:The influences of trust and affect on increasing likelihood to purchase luxury brands was examined. Because in most existing studies of luxury brand female customers have been targeted, in contrast a more comprehensive luxury brand loyalty building framework for male customers was demonstrated in this study. Results show a significant path from brand affect to brand trust, and from brand trust to brand risk and brand loyalty. The findings imply that brand affect, indirectly via brand trust, and brand trust directly, enhance brand loyalty behaviors and reduce perceived brand risk. The significant role of brand trust in building brand loyalty should be noted and more trust building oriented brand management strategies should be developed.
ISSN:0301-2212
1179-6391
DOI:10.2224/sbp.2012.40.2.331