The Impact of Brand Equity on Customer Equity

Qorbani, Zahra; Koosha, Hamidreza; Bagheri, Mohsen

doi:10.1109/iiiec.2019.8720728

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The Effect Of Brand Trust On Brand Loyalty1

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2021

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“…Brand trust can also be used as a factor for consumers to feel loyal to a brand [28]. Loyalty has been defined by the American Marketing Association in Fouzia Ali and Salma Muqadas as "a situation where consumers generally buy products or services from the same factory repeatedly over time rather than buying from multiple suppliers" .…”

Section: The Effect Of Brand Trust On Brand Loyaltymentioning

confidence: 99%

The Effect of Transparency on Brand Loyalty

Yuana

Sutarso

2021

IJPS

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Bank needs to provide best services to minimize customer's complaint. One of bank efforts to serve their customers can be done by using transparency, so that all information is conveyed clearly. Transparency is also expected to enhance brand loyalty of customers. This conceptual study is based on theoretical review from literatures and previous researches related with these concepts. The basic concept of theory used in this study is that customers who get operational transparency express greater trust and support. This study aimed to analyze the effect of transparency on brand loyalty. By classifying the result of previous researches, this study found some propositions : (1) transparency has a significant effect on brand trust of customer; (2) brand trust has a significant effect on brand satisfaction of customer (3) brand trust has a significant effect on brand loyalty.

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Section: The Effect Of Brand Trust On Brand Loyaltymentioning

confidence: 99%