Journal ArticleDOI
Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa
TLDR
In this paper, the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa was examined.Abstract:
Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. “Brand communication” measure used six-item scales while “Brand image” used eight-item scale measure. “Brand trust” and “brand loyalty” used a four-item scale measure. All the measurement items were measured on a five point Likert-type scales that was anchored by 1=strongly disagree to 5=strongly agree to expres...read more
Citations
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The effect of social media marketing activities on brand awareness, brand image and brand loyalty
TL;DR: In this article, the authors examined the effect of social media marketing activities on brand awareness, brand image and brand loyalty, and found that brand awareness and brand image have a significant effect on brand loyalty.
Journal ArticleDOI
Trust as mediator of corporate social responsibility, image and loyalty in the hotel sector
Beatriz Palacios-Florencio,Julio García del Junco,Mario Castellanos-Verdugo,Isabel María Rosa-Díaz +3 more
TL;DR: The hotel sector recognizes its social responsibility and considers it as part of its image as discussed by the authors, and thus requires new variables and tools to support this responsibility, which requires new variable and tools.
Journal ArticleDOI
Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty
TL;DR: In this article, the authors investigated the relationship between trust, trust, and loyalty in fast-moving consumer goods and the moderating effects of consumer innovativeness, variety-seeking, and relationship proneness.
Journal ArticleDOI
The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars
TL;DR: In this paper, the authors focused on testing the model of consumer's buying decision of Multi-Purpose Vehicle (MPV) cars and found that the four independent variables were proven to be capable of positively and significantly influencing consumer's decision in buying MPV cars.
Journal ArticleDOI
The gamification of trust: the case of China’s “social credit”
TL;DR: In this paper, a conceptual framework is suggested that highlights early on the risks and implications on brands and companies operating in that particular upcoming landscape and suggests the strategies to follow which will be of high interest to companies, consumers, as well as to the Chinese authorities during and after implementation stage.
References
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Journal ArticleDOI
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
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Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
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Trust and TAM in online shopping: an integrated model
TL;DR: Research on experienced repeat online shoppers shows that consumer trust is as important to online commerce as the widely accepted TAM use-antecedents, perceived usefulness and perceived ease of use, and provides evidence that online trust is built through a belief that the vendor has nothing to gain by cheating.
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An Examination of the Nature of Trust in Buyer–Seller Relationships:
TL;DR: In this paper, the authors integrate theory developed in several disciplines to determine five cognitive processes through which industrial buyers can develop trust of a supplier firm and its salesperson and their salesperson.