The Role of Brand Trust and Brand Love in Mediating the Relationship between Brand Experience, Brand Associations, Brand Quality, and Consumer Loyalty in Online Shopping
Article Sidebar
brand associations,
brand quality,
loyalty intention,
repurchase intention,
brand trust,
brand love
Main Article Content
Abstract
This study investigates the impact of brand experience, brand associations, and brand quality on loyalty intention and repurchase intention among online consumers, with brand trust and brand love serving as mediating variables. A survey was administered to undergraduate and graduate students enrolled at five public universities in Northern India. The findings reveal that while brand experience, brand associations, and brand quality do not significantly influence loyalty intention, they exert a positive effect on repurchase intention. Furthermore, the results demonstrate that brand satisfaction influences affective commitment, whereas brand trust affects both affective and continuance commitment. Affective commitment is found to positively influence repurchase intention and loyalty, while continuance commitment does not exhibit a significant effect on these outcomes.
Article Details
References
Aaker, D. A. (2004). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage, and clarity. Free Press.
Aaker, D. A. (1996). Building strong brands. Free Press.
Allen, N. J., & Meyer, J. P. (2010). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1–18.
Baldinger, A., & Rubinson, J. (1996). Brand loyalty: The link between attitude and behavior. Journal of Advertising Research, 36(6), 22–34.
Ballantyne, D., et al. (2013). [Chapter on relationship marketing and satisfaction]. (Note: included as conceptual source cited in text).
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2013). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2013). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187–196.
Ding, Y., & Tseng, S. (2015). Brand experience and customer loyalty: The moderating role of product involvement. International Journal of Business and Management, 10(8), 1–12.
Fullerton, G. (2015). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333–344. https://doi.org/10.1177/1094670503005004005
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Moorman, C., Zaltman, G., & Deshpandé, R. (1992). Relationships between providers and users of market research: The role of trust. Journal of Marketing Research, 29(3), 314–328.
Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30(3), 240–249.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer (2nd ed.). McGraw-Hill.
Pring, C. (2012). [On affective commitment and identification - cited in paper].
Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal differences under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77–90.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Simonin, B. L., & Ruth, J. A. (2012). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.
Srivastava, R., & Kaul, D. (2014). Mobile phone brand experience and consumer behavior: An empirical study. International Journal of Mobile Marketing, 9(2), 45–60.
Stokburger-Sauer, N. E., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406–418.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2013). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.