Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust

Liang Huang1, Muning Wang1, Zhiling Chen2, Benchi Deng1, Wenfeng Huang3
1School of Business Administration, Guangdong University of Finance and Economics, People’s Republic of China
2Department of General Management, Shenzhen Hongchou Investment Company Limited, People’s Republic of China
3International Business School, Guangdong University of Finance and Economics, and International School of Business and Finance, Sun Yat-Sen University, People’s Republic of China
Cite this article:  Huang, L., Wang, M., Chen, Z., Deng, B., & Huang, W. (2020). Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust. Social Behavior and Personality: An international journal, 48(5), e9069.

Volume 48 Issue 5 | e9069 | Published: May 2020 | DOI: https://doi.org/10.2224/sbp.9069

Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact

In this study we explored the effect of brand trust on the relationship between brand image and customer loyalty. We took Procter & Gamble as the target brand and developed and tested a theoretical model regarding the relationships among brand image, brand trust (i.e., cognitive and affective), and customer loyalty (i.e., repurchase and advocacy intention) using path analysis and bias-corrected bootstrapping. Empirical results of data from 283 consumers revealed that brand image was positively related to both cognitive and affective brand trust. Brand image was indirectly correlated with both repurchase and advocacy intention through cognitive brand trust, and brand image was indirectly related to advocacy intention through affective brand trust. These findings provide a basis for enterprise marketing management to enhance customer loyalty by shaping the brand image.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.