The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

Abstract

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product-and brandlevel variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

Brand Equity of Lahore Fort as a Tourism Destination Brand

“…Loyalty in branding has been defined in two ways: attitudinal and behavioral (Chaudhuri & Holbrook, 2001). Consumers' individual dispositions toward a specific destination brand and their repurchase intentions form the attitudinal perspective to brand loyalty (Yoon & Uysal, 2005).…”

Factors Influencing Customer Loyalty Toward Online Shopping

“…Behavioral loyalty is customer willingness to continue a relationship and repurchase the product. Attitudinal loyalty is the level of the customer's attitudinal advocacy and psychological attachments to the service provider [25] - [26]. Another way to measure loyalty is using composite approach.…”

“…Several researchers [14], [11], [48] stated that commitment, the most important attitudinal measure, is a significant indicator of loyalty, as it represents an emotional or psychological attachment to a brand within a product class. In addition, a degree of dispositional commitment in terms of some unique values associated with the brand is part of attitudinal brand loyalty [25].…”

A Strong Brand as a Determi- nant of Purchase the Case of Sectors, where Advertising in Mass Media Is Banned – on the Example of the Polish Spirits Sector

“…The advertising spot described above is a perfect example of an indirect advertisement of an alcoholic beverage achieved through the use of an ambiguous phrase and a play on words which both suggest unambiguous associations. The rise in sales in the following years was substantial and sales remained high even after the ban on such advertising was introduced [6,[4][5].…”