Brand trust in the context of consumer loyalty

European Journal of Marketing - Tập 35 Số 11/12 - Trang 1238-1258 - 2001
Elena Delgado‐Ballester1, José Luís Munuera‐Alemán1
1Marketing Department, University of Murcia, Murcia, Spain

Tóm tắt

The existing literature of brand loyalty has been essentially focused on the roles of perceived quality, brand reputation and especially satisfaction, due to the fact that they summarise consumers’ knowledge and experiences, guiding their subsequent actions. In this context, the shifting emphasis to relational marketing has devoted a lot of effort to analyse how other constructs such as trust predict future intention. The fact that there are conceptual connections of trust to the notion of satisfaction and loyalty, and thatthis effort is especially lacking in the brand‐consumer relationship, moves the authors to focus on analysing the relationships existing among these concepts. Research methodology consisted of regressions and multivariable analysis with a sample of 173 buyers. The results obtained suggest the key role of brand trust as a variable that generates customers’ commitment, especially in situations of high involvement, in which its effect is stronger in comparison to overall satisfaction.

Từ khóa


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European Journal of Marketing

Tập 35 Số 11/12

1238-1258

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