Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust
Liang Huang and Muning Wang (Guangdong University of Finance and Economics), Zhiling Chen (Shenzhen Hongchou Investment Company Limited), Benchi Deng (Guangdong University of Finance and Economics), Wenfeng Huang (Guangdong University of Finance and Economics, and Sun Yat-Sen University), 2020, 48(5), e9069.


Any time I go to the store to buy supplies for the home, I usually have a list of what I’m looking for. And most of the time, I’ll pick the same brands off the shelf. Often, I’ve been choosing the same brands for years, and even if there is a deal on another brand, I’ll still go for the trusted brands I’m familiar with.

I think that some of this is handed down from generation to generation; I’ve inherited some of the decisions my parents made about which brands to buy. But with time, I’ve made some changes from personal preference, or because of recommendations from friends or other family.

Given how valuable customer loyalty to a brand can be, it is no surprise that substantial research has examined how to improve brand image and customer loyalty. In this study, Huang et al. (2020) explored the effect of brand trust on the relationship between brand image and customer loyalty. They took Procter & Gamble as a target brand, and the empirical results of data from 283 consumers revealed that brand image was positively related to both cognitive and affective brand trust.

Interestingly, affective brand trust did not always lead to repurchase intention. In other words, at times economic factors outweigh emotional attachment to a brand when deciding what to buy.

I found it enlightening to read how brands have to work at establishing and maintaining brand trust. And many brands depend on the loyalty of customers to survive. For many, this has never been truer than now during the economic challenges of the COVID-19 pandemic.

These latest findings help marketing teams and others to enhance customer loyalty by shaping brand image.

Francisco Ángel | IT Assistant
Social Behavior and Personality: an international journal