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 · pp. 1–17 · Published 11 Nov 2019
10.9734/cjast/2019/v38i430376Abstract
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.
Cited by 53
Hajar Mohammad Alhosseiny, Amal Adel Nabih · 2024
Zeynep ÇİMEN, Bilge DOĞANLI · Fiscaoeconomia · 2023
Lakhdar Chadli · Journalism and Mass Communication · 2024
Emel Karayel Bilbil, Sevda Orha Hazar · Selçuk İletişim · 2024
Muhammad Umer Quddoos, Muhammad Asif Shamim, Muhammad Ramzan Sheikh · Journal of Accounting and Finance in Emerging Economies · 2021
Priscilla Teika Odoom, Raphael Odoom, Essandoh Mavis · Journal of African Business · 2024
Arif Julianto Sri Nugroho, Gunawan Budi Santoso, Nanik Herawati · Journal of Lifestyle and SDGs Review · 2024
Pablo Medina Aguerrebere, Scott Burgess, Lakhdar Chadli · Journal of Advanced Research in Social Sciences · 2023
Soojung Kim, Jinju Jang, Insin Kim · International Journal of Sustainable Transportation · 2021
Khanh-Ngoc Hoang-Tran, Ngoc-Hong Duong · Cleaner and Responsible Consumption · 2026
Showing 20 of 53 known citations — external sources report more than can currently be individually listed.
Related research
- Farmer's Purchasing Behavior Towards Coriander Seeds in Junagadh District, Gujarat, India — shares topic coverage
- The Influence of Interaction Quality, Physical Environment Quality, and Environmentally Friendly Practices on Brand Personality and Brand Reputation with Customer Experience as a Mediating Variable — shares topic coverage
- The Mediating Role of Customer Satisfaction and Brand Trust between the Relationship of Perceived Value and Brand Loyalty — shares topic coverage
- Predicting the Effect of Digitalization and Brand Trust on Customers’ Saving Intention of Islamic Banking — shares topic coverage
- The Influence of Implementing Digital Marketing and Experiential Marketing on Brand Loyalty Mediated by Brand Trust — shares topic coverage
Article metrics
Real usage data collected on this platform.
0
Page views
0
PDF downloads
0
Outbound clicks
53
Citations
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
No views recorded yet.
Traffic sources
Referring site, by host.
No traffic recorded yet.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.