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.
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