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.

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.