Original scientific paper
https://doi.org/10.1080/1331677X.2022.2048202
Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: an empirical study
Mendon Suhan
Smitha Nayak,
Raveendranath Nayak
Cristi Spulbar
Gokarna Vidya Bai
Ramona Birau
Lucian Claudiu Anghel
Cristian Valeriu Stanciu
Abstract
The study focus on the role of self-expressive branding, brand
love, brand trust and brand commitment on brand loyalty. It also
identifies the strength of mediating effect of variable brand commitment
between brand love and brand trust. Also measures the
strength of mediating effect of variable brand commitment
between brand trust and brand loyalty. The data is gathered by
using a structured questionnaire and a sample size of 101
respondents in a cross-sectional study. Statistical analysis has
been done through SMART PLS 3.0 software. In the analysis part,
PLS algorithms, bootstrapping, blindfolding, Importance performance
matrix, FIMIX, Multi-Group analysis have been undertaken. A
reflective model has been developed. The path coefficient value
and empirical t-values of all direct relationships of variables above
0.2 and 1.96 respectively and substantiate the hypothesis. The
results have shown that brand commitment is partially mediates
the association between brand love and brand trust and also
between brand trust and brand loyalty. The four-segment solution’s
FIMIX-PLS path coefficient shows that brand love and
brand trust are more relevant in segment 3, followed by segment
2, segment 1 and segment 4, respectively. Companies should
focus on improving their brand trust displayed by consumers followed
by brand commitment which strengthens brand loyalty in
the automobile sector. This industry could consider implementing
this creating trustworthiness about the brand, by developing
strong psychological connectedness between the customer and
brand by the retail outlet by offering the best quality product,
and by incorporating strategies to reduce cognitive dissonance
among the buyers.
Keywords
Self-expressive brand; brand commitment; brand trust; brand love; brand loyalty; customer behaviour; sustainable development
Hrčak ID:
302980
URI
Publication date:
31.3.2023.
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