The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

Journal of Marketing - Tập 65 Số 2 - Trang 81-93 - 2001
Arjun Chaudhuri1, Morris B. Holbrook2
1School of Business, Fairfield University.
2Graduate School of Business, Columbia University;

Tóm tắt

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

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Thông tin xuất bản

Journal of Marketing

Tập 65 Số 2

81-93

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