scholarly journals Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective

2019 ◽  
pp. 1-17
Author(s):  
Sean Kwan Soo Shin ◽  
Fortune Edem Amenuvor ◽  
Richard Basilisco ◽  
Kwasi Owusu-Antwi
Keyword(s):  
South Korea ◽  
Brand Loyalty ◽  
Structural Equations ◽  
Brand Commitment ◽  
Brand Trust ◽  
Structural Equations Modeling ◽  
Brand Reputation ◽  
The Relationship ◽  
Moderating Role

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.

scholarly journals Green Purchase Behavior: the Predictive Roles of Consumer Self-Determination, Perceived Customer Effectiveness and Perceived Price

2019 ◽  
Vol 7 (10) ◽  
Author(s):  
Fortune Edem Amenuvor ◽  
Kwasi Owusu-Antwi ◽  
Seong-Chan Bae ◽  
Sean Kwan Soo Shin ◽  
Richard Basilisco
Keyword(s):  
South Korea ◽  
Structural Equations ◽  
Self Determination ◽  
Modeling Technique ◽  
Purchase Behavior ◽  
Structural Equations Modeling ◽  
Perceived Price ◽  
The Relationship ◽  
Moderating Role

The overarching aim of this research is to empirically test the effect of customers’ self-determined needs on perceived customer effectiveness and green purchase behavior while assessing the moderating role of price. To achieve this aim, data is collected from 453 consumers in South Korea. The various hypotheses developed to achieve this aim are tested via the structural equations modeling technique. The results of the study reveal that autonomy, competence, and relatedness positively and significantly affect perceived customer effectiveness. Additionally, autonomy and competence positively and significantly influence green purchase behavior. The study further finds that relatedness is negative but significantly related to green purchase behavior. Moreover, the study reveals that perceived customer effectiveness is positive and significantly related to green purchase behavior. Similarly, the study finds support for the moderating effect of price on the relationship between perceived customer effectiveness and green purchase behavior. The current study provides managerial and theoretical insights into understanding green purchase behavior, self-determined needs as well as perceived customer effectiveness. 

Brand engagement and experience in online services

2019 ◽  
Vol 34 (2) ◽  
pp. 163-175 ◽  
Author(s):  
Imran Khan ◽  
Linda D. Hollebeek ◽  
Mobin Fatma ◽  
Jamid Ul Islam ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Brand Commitment ◽  
Brand Trust ◽  
Online Service ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Service Brands ◽  
The Relationship

Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

scholarly journals Twitter and Encountering Diversity: The Moderating Role of Network Diversity and Age in the Relationship Between Twitter Use and Crosscutting Exposure

2017 ◽  
Vol 3 (3) ◽  
pp. 205630511771724 ◽  
Author(s):  
Chang Sup Park ◽  
Barbara K. Kaye
Keyword(s):  
South Korea ◽  
Older People ◽  
Information Seeking ◽  
Online Survey ◽  
Positive Association ◽  
Public Expression ◽  
Network Diversity ◽  
The Relationship ◽  
Moderating Role

This article investigates whether Twitter use motivations relate to exposure to discordant information. To this end, this research conducted an online survey of 1,350 adults of South Korea. The results reveal that using Twitter for information-seeking, public-expression, and leisure-seeking purposes helps users to encounter crosscutting exposure, while the use of Twitter for private expression does not. Offline network diversity has a significant association with crosscutting exposure, and it moderates the relationship between Twitter use for public expression or leisure seeking and crosscutting exposure. The positive association between Twitter use for leisure seeking and crosscutting exposure is stronger among younger people than among older people.

scholarly journals The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minh T.H. Le
Keyword(s):  
Brand Loyalty ◽  
Social Influences ◽  
Self Esteem ◽  
Brand Love ◽  
Content Type ◽  
Brand Relationship ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Design/methodology/approach Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model. Findings The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty. Research limitations/implications The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships. Practical implications Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE. Social implications The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships. Originality/value This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

scholarly journals The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

2021 ◽  
Author(s):  
Peter Kwasi Oppong ◽  
Adelaide Gyawu ◽  
Clementina Araba Yawson
Keyword(s):  
Herbal Medicine ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Brand Management ◽  
Systematic Sampling ◽  
Brand Trust ◽  
The Impact ◽  
The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

Communication, Trust, and Loyalty in the Hotel Sector: The Mediator Role of Consumer's Complaints

2020 ◽  
Vol 25 (1) ◽  
pp. 183-187
Author(s):  
Beatriz Palacios Florencio ◽  
Luna Santos Roldán ◽  
Juan Manuel Berbel Pineda
Keyword(s):  
Customer Loyalty ◽  
Structural Equations ◽  
Structural Equations Modeling ◽  
Mediator Role ◽  
Hotel Sector ◽  
The Relationship ◽  
Mediator Variable

The purpose of this study was to analyze how the relationship between communication with customers, loyalty, and trust are mediated by a correct handling of customers' complaints. A survey of 629 customers of the hotel sector, and using structural equations modeling, was used. The results demonstrated that good customer communication and information when handling claims positively and significantly influences customer loyalty and trust. Loyal and trusting customers is one of the aims of companies. These are generally determined by the communication carried out by the firm. Nevertheless, it is understandable that there is a mediator variable: the firm's handling of customers' complaints.

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