Brand trust and affect in the luxury brand-customer relationship

Younghee Song1, Won-Moo Hur2, Minsung Kim3
1Seoul School of Integrated Sciences and Technologies, Republic of Korea
2Department of Business Administration, Pukyong National University, Republic of Korea
3Graduate School of Logistics, Inha University, Republic of Korea
Cite this article:  Song, Y., Hur, W.-M., & Kim, M. (2012). Brand trust and affect in the luxury brand-customer relationship. Social Behavior and Personality: An international journal, 40(2), 331-338.

Volume 40 Issue 2 | e2489 | Published: February 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.2.331

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The influences of trust and affect on increasing likelihood to purchase luxury brands was examined. Because in most existing studies of luxury brand female customers have been targeted, in contrast a more comprehensive luxury brand loyalty building framework for male customers was demonstrated in this study. Results show a significant path from brand affect to brand trust, and from brand trust to brand risk and brand loyalty. The findings imply that brand affect, indirectly via brand trust, and brand trust directly, enhance brand loyalty behaviors and reduce perceived brand risk. The significant role of brand trust in building brand loyalty should be noted and more trust building oriented brand management strategies should be developed.
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