Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective
Sean Kwan Soo Shin, Fortune Edem Amenuvor, Richard Basilisco & Kwasi Owusu-Antwi · Current Journal of Applied Science and Technology · 2019
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...
Open access
Research Article
10.9734/cjast/2019/v38i430376