Académique Documents
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Karachi, Pakistan
Email: Std_20578@iobm.edu.pk
Ameet Kumar
Karachi, Pakistan
Email: Std_18035@iobm.edu.pk
Kamal Nawab
Karachi, Pakistan
Email: Std_21018@iobm.edu.pk
Consumers' Trust in a Brand and the Link to Brand Loyalty
Abstract
Brands are important in the consumer market. They are the interface between consumers and
the company, and consumers may develop loyalty to brands. This study proposes that trust in
a brand is important and is a key factor in the development of brand loyalty. Factors
spectrum of Singapore consumers were surveyed. The findings reveal that brand
characteristics are relatively more important in their effects on a consumer's trust in a brand.
The results also show that trust in a brand is positively related to brand loyalty. Marketers
should, therefore, take careful consideration of brand factors in the development of trust in a
brand.
Keywords
INTRODUCTION
Background
Trust and brand loyalty have been addressed as marketing goals for many companies.
findings of many researches that satisfaction has a significant favorable impact on brand
loyalty and a true re-purchase behavior of same brand leads to long term business profits.
Therefore, this study investigated the impact of trust on brand loyalty for durable goods.
Primary data has been used in this study and for this purpose a survey has been conducted
through a structured questionnaire. The view of 110 middle class households and business
students was recorded. Our study results show that the trust has significant factor that affect
brand loyalty.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Problem statement
There is lack of empirical research in brand loyalty that brand loyalty is a measure of the
attachment that a customer has to a brand. Therefore, we are measuring that is the above
Research Question
How important is trust in a brand and what are the key factors in development of brand
loyalty?
Justification of research
This study investigated the impact of trust on brand loyalty for durable goods. Secondary data
has been used in this study in which multiple past research papers is been studied and for
Research objectives
To investigate the role of brand efficiency to improves trust and brand loyalty.
Literature review
Afzal, H., Khan, M. A., ur Rehman, K., Ali, I., & Wajahat, S. (2009). Suggested in
their article using qualitative methodology that the relationship of Brand Reputation,
Brand Competence, and Brand Predictability in the context of Consumer’s Trust in the
2
Consumers' Trust in a Brand and the Link to Brand Loyalty
Brand. The research was conducted through a self-reported questionnaire given to the
respondents. Results showed that Brand Reputation, Brand Predictability, and Brand
Competency are the factors which affect consumer’s trust on brand. After the analysis
it is proved that brand reputation, predictability and competency has fair impact on
trust. Consumer believe in brand is build high when; consumer uses that brand and
gathers analysis about brand reputation, its predictability and values. When brand
satisfy the customer’s needs, it helps to develops trust of consumer on brand. By using
effective marketing techniques, brands must build own image which in turn would
build customer believe and credibility. Brands must try to build their competencies so
that customer needs can be satisfied. Companies should work on to build trust of
consumers.
Veloutsou, C., & Moutinho, L. (2009) suggested in their that relationship between
brand reputation and brand tribalism is what is called mutual affection on consumer
buying intension. Companies should use both area of brand in the future as well to
capture more market. Naveen Amblee and Tung Bui (2008) suggested in their article
using quantitative method that online feedback from customers and from its
stakeholders for any product or service can play a huge role for improving any
organization because when comes to online feedback there are free talkers who talk or
criticize freely so that true response can be positive for organization to improve to the
next level. Organizations should rely more on online feedback to improve their
performance.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Conceptual framework
The first part of the discussion described the relationship between the brand performance and
customer satisfaction. Brands can play a primary role in the customer satisfaction by creating
through branding provide a number of benefits to customers. The manager who influences for
the good brand performance has distinctive options to protect and promote brands. Using
resources, professionals can enhance the quality, breadth and, in the long run, the
Brand
Competence
Brand
Brand Liking
H3 Reputation
H2 H4
Brand H1
Trust in H5
Trust in the
Predictability a Brand Company
H6
Brand Loyalty
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Consumers' Trust in a Brand and the Link to Brand Loyalty
The result of the study proves that brand reputation, predictability and its competency level
has positive impact on trust which is developed by consumers when they frequently buy and
use this reputed brand and after this they gathers data about brand reputation and its
Brand loyalty is a type of consumer behavior where consumers become committed and
repeatedly to purchase that brand and make good purchases from the same brands as many
times. Where Loyal customers are the costumer who can consistently purchase products
Preferences often require conscious consideration comparison and decision making. It is the
best suitable for product and service where you make bigger and bold decision to purchase or
use of the product. Liking is more subconscious and emotional reaction to the brand. Liking
could also be the first step to preference, it is basically an opportunity to become noticed and
considered something. Liking the brand is a figure that has become greater impact due to
digital influence. You can have high preference without liking but because of superb product
and low and high price and quality without being liked very much, liking the brand has direct
impact on preference even if your qualities were not quite that strong. There’s more to liking
enough Brand loyalty is the process of consumers who continuously purchase one brand’s
products over another brands product. Consumer behavior patterns indicate that consumers
will continue to buy products from a company that has strong trusting relationship with them.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
The degree to which a consumer views a brand as having personality like characteristics by
the following facts like reliable, intelligent, successful, brave, innocent and charming. Is your
brand a reliable? Then it likely falls under the competence factor. This one is characterized as
intelligent, successful, reliable brave, innocent and charming . Think of the brands that have
such qualities like: hard working, secure, technical, confident and energetic.
Brand loyalty is a figure of consumer behavior where consumers become more committed
and engage to brands and make repeat purchases from the same brands many time. Loyal
convenience or high price. Companies often use different marketing strategies to capture
loyal customer, including loyalty programs such as rewards and benefits to their loyal
customers and incentives such as samples free gifts and free vouchers.
Brand reputation depends to how a particular brand rather for an individual or for a company
is viewed by others. A favorable brand reputation means consumers trust your company and
product, and feel good about purchasing your goods or services repeatedly.
Companies that successfully create loyal customers and sometimes it work with brand
ambassadors, consumers are market aware of the brand and they communicate with it
positively among their friends both online and in real time when they have time. This is
basically word-of-mouth marketing and its free for the company and is often an effective way
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Companies with high levels of trust enjoy higher stock prices, improved their profits, and
better retention of key employees. Here’s what trustworthy companies do to strengthen ties.
Yet trust in business has been eroding for some time. Judging by many employee strong
engagement and involvement scores, employees have been disengaging for at least a decade
order to identify consumer needs and satisfaction. Brands are most successful when they
address emotional as well as rational values that are important for their target customers.
When the value identification is correct and high, it leads to more customer involvement and
higher numbers of repeat customers. High repeat customer rates lead to higher profits for
brands which directly impact on trust in the company and brand loyalty.
The most important quality that you need to develop as part of your brand strategy is
consumer trust in your brand promise. In other words, consumers need to trust that your
brand will deliver on its promise in every interaction, or they’ll turn away from your brand in
search of one that does meet their expectations and delivers on its promise again and again.
continue to use the brand. It can be describe by repeated buying of a product, service, or other
7
Consumers' Trust in a Brand and the Link to Brand Loyalty
Think of a brand that your trust will meet your expectations every time you purchase and use
it that brand. Due to that level of trust, you’re probably loyal to that brand and choose it over
others like friends and relatives. You might even be extremely loyal to that brand and go out
of your way to find it if it’s not available at the store where you usually buy it you cannot buy
any other brand because your trust is everything about that brand. Your loyalty to that brand
might even lead you to recommend the brand to your friends and family members. You might
even talk about that brand regardless of whether someone asks you about it.
Research Hypotheses
H2: A consumer’s perception that a brand has a good reputation is positively related to the
H4: A consumer’s trust in the company is positively related to the consumer’s trust in that
company’s brand.
H5: A consumer’s liking for a brand is positively related to the consumer’s trust in that
brand.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
H6: A consumer’s trust in the brand is positively related to the consumer’s loyalty to that
brand.
Methodology
The data used in this study was collected by a web-based questionnaire, targeted to the
A small intercept survey was used. The methods have merits in speed, economy and control
response rate. The Institute of Business Management was selected in Karachi, Pakistan
Online questionnaire were texted to the students. For this research a sample size of 120 was
Convenience sampling technique is employed in this study because of high response rate. To
eliminate differences in response patterns due to different reference points, all respondents
were prompted to answer the questionnaire with reference to non-durable consumer goods.
This category was chosen because consumers purchase these products most frequently.
The target population for the study was IoBM students who have made a purchase decision
for any consumer product. The sampling unit was the individual consumer. Quotas on gender
and age, corresponding to the distribution of Karachi residents were used to ensure a
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Consumers' Trust in a Brand and the Link to Brand Loyalty
A small intercept survey was used. To eliminate differences in response patterns due to
different reference points, all respondents were prompted to answer the questionnaire with
reference to non durable consumer goods. This category was chosen because consumers
purchase these products most frequently. The respondents were asked to identify a product
A seven-point Likert-type scale was used to measure these items, ranging from “Strongly
Brand Reputation
Brand Predictably
2. I can always anticipate correctly that how this brand will perform.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
5. This brand’s performance tends to be quite variable. I can’t always be sure how will it
6. I know this brand is going to perform. This brand can always be counted on perform
as I expect.
Brand Competence
Trust In Company.
4. I feel secure when I use products from this company because I know that the company
5. I feel that I can rely on this company to manufacture products that work well
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Consumers' Trust in a Brand and the Link to Brand Loyalty
5. I feel secure when I buy this brand because I know that it will never let me down.
Brand Loyalty.
2. If another brand is having a sale, I will generally buy other brands than this one*.
3. If this brand is not available in the store when I need it, I will buy it another time.
4. If this brand is not available in the store when I need it, I will buy it somewhere else
5. If someone makes a negative comment about this brand, I would defend it.
6. I would not recommend this brand to someone who cannot decide which brand to buy
7. I would believe the person if that person make negative comment about this brand*
Results
The total number of respondents were 120, out of which 76 (63.3%) are males and 44
(36.7%) are females. Their age ranged from 13 to 65 years and 43.3% of the respondents
represents youngster age ranged from 20 to 25 years. The population represents Pakistan.
Descriptive Statistics
To ascertain the normality of the data and to check out the univariate
summarized in Table 2.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
The table shows that construct Brand Loyalty (Mean=4.99, SD=1.49) has lowest skewness
(0.359) and Trust in the Company (Mean=5.58, SD=1.34) has the highest skewness (1.523).
The Kurtosis for only one item is negative while all the other items have a positive kurtosis,
the highest kurtosis is 2.511 of Trust in Brand (Mean=5.68, SD=1.17) and the lowest kurtosis
is 0.626 of Liking for Brand (Mean=5.09, SD=1.33). Since all the construct are within the
range of ±3.5 therefore it can be assumed that the data has a normal tendency (Hair Jr. et al,
2010).
The instrument used in this research study contained constructs which were
previously used and tested by Lau, G. T., & Lee, S. H. (1999). Therefore the reliabilities
and validities were previously established. However the reliabilities were re-established
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Consumers' Trust in a Brand and the Link to Brand Loyalty
in context with the current research and the current respondents. Table 3 contains the
No
Original Cronbach's
Constructs of items Mean S.D
Items Alpha
Retained
The above Table 3 shows that the reliability for Trust in the Company is the highest (α=.898,
M=5.58, SD=1.34) while the reliability for Liking for the Brand is the lowest (α=.706,
M=5.09, SD=1.33). The overall Cronbach’s alpha for the instrument including dependent and
Exploratory factor analysis was applied to reveal the latent variables and their relationships
with the constructs. Table 4 contains the summarized results of the test.
14
Consumers' Trust in a Brand and the Link to Brand Loyalty
Principal Factor Analysis was applied on the constructs with Varimax rotation. All
were met. Kaiser-Meyer-Olkin (KMO) for all the constructs except Liking for the Brand
is greater than 0.6 which is acceptable (Hair et al, 2010). According to Leech (2005) if
one or two variables do not satisfy the condition of 0.6 then there is no issue. The Barley
Test of Spehercity for all the constructs was found to be significant P <.05.
Correlation Analysis
variables and to see whether multi-co linearity exists amongst the variables or not
(Bryman & Bell, 2005). For regression analysis checking of correlation is a requirement;
Bryman further highlights that the correlation amongst the constructs should be between
0.20-0.90. If the correlation is less than 0.20 then the item is supposed to be dropped.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Similarly if correlation value of two items is >0.90 then it either needs to be dropped or
merged (Bryman & Bell, 2005). The results are summarized in Table 5.
Pearson
1
Correlation
Brand Loyalty
Sig. (2-
tailed)
Pearson
.473** 1
Trust in the Correlation
Brand Sig. (2-
.000
tailed)
Pearson
.400** .747** 1
Liking For the Correlation
Brand Sig. (2-
.000 .000
tailed)
Pearson
.331** .766** .697** 1
Trust in the Correlation
Company Sig. (2-
.000 .000 .000
tailed)
Pearson
Brand .287** .741** .675** .769** 1
Correlation
Competence
Sig. (2-
.001 .000 .000 .000
tailed)
Pearson
.430** .692** .608** .792** .754** 1
Brand Correlation
Predictability Sig. (2-
.000 .000 .000 .000 .000
tailed)
Pearson
.392** .637** .678** .762** .735** .697** 1
Brand Correlation
Reputation Sig. (2-
.000 .000 .000 .000 .000 .000
tailed)
**. Correlation is significant at the 0.01 level (2-tailed).
The above Table 5 shows all the relationships were significant at a level of 0.05
(2-tailed). The correlation of Trust in the Brand (M = 5.68, SD = 1.17, N = 120) with r
(120) = 0.473 was strongest while the weakest was with Brand Competence (M = 5.54,
SD = 1.21, N = 120) with r (120) = 0.287. Additionally correlation tells that the variables
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Construct validity
Construct validity is utilized to decide how well a test measures what it should
gauge. As it were, is the test developed in a way that it effectively tests what it cases to
test? Construct validity is normally confirmed by contrasting the test with different tests
that measure comparative qualities to perceive how very connected the two measures are.
Construct validity is necessary if the constructs adopted from one culture and is
administered in the other culture. Since all the constructs used in this research were
developed in western world therefore it was necessary to ascertain its validity with the
present set of data. According to Fornell (2010) the construct validity could be
ascertained through convergent validity and discriminant validity. The variance explained
for each construct was greater than .40 (refers to EFA Table 4, which confirms that the
data converges or fulfill convergent validity requirement (Cline, 2010, Hair Jr., 2008).
Discriminant Validity
distinctiveness of each variable (Hair, Black, Babin, & Anderson, 2010). According to
Fornell (2010) the square root of variant explained should be greater than the square of
each pairs of correlation. The data thus fulfills the discriminant validity requirement
Pearson
Correlation 0.86
Brand
Loyalty Sig. (2-
tailed)
Pearson
0.223729 0.895
Trust in the Correlation
Brand Sig. (2-
0
tailed)
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Pearson
0.16 0.558009 0.82
Liking For Correlation
the Brand Sig. (2-
0 0
tailed)
Pearson
0.109561 0.586756 0.485809 0.88
Trust in the Correlation
Company Sig. (2-
0 0 0
tailed)
Pearson
0.082369 0.549081 0.455625 0.591361 0.806
Brand Correlation
Competence Sig. (2-
0.001 0 0 0
tailed)
Pearson
0.1849 0.478864 0.369664 0.627264 0.568516 0.738
Brand Correlation
Predictability Sig. (2-
0 0 0 0 0
tailed)
Pearson
0.153664 0.405769 0.459684 0.580644 0.540225 0.485809 0.821
Brand Correlation
Reputation Sig. (2-
0 0 0 0 0 0
tailed)
research study. The hypothesis that the characteristics of the brand predictability, brand
reputation, brand competence, trust in the company, and liking the brand has influence the
consumer’s perception towards Trust in the Brand positively and trust in the brand
influence the consumer’s perception towards Brand Loyalty was tested here through
Regression analysis.
Furthermore the regression analysis also shows that brand predictability, brand
reputation, brand competence, trust in the company, and liking the brand has positive
influence on the consumer’s perception towards Trust and trust in the brand positively
influence the consumer’s perception towards Brand Loyalty was tested here through
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Consumers' Trust in a Brand and the Link to Brand Loyalty
The results of the regression analysis for the overall model indicates that the
predictors brand predictability, brand reputation, brand competence, trust in the company,
and liking the brand match up with the consumer attitude towards Brand Loyalty explain
large effect.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Brand Reputation: The hypothesis that brand reputation has a positive relationship with
customer’s perception towards Trust in the Brand was tested through Regression analysis.
explains 40.1% of the variance (R2=0.40, P<.05, F 80.532), the effect Β= 0.637,
reject.
relationship with customer’s perception towards Trust in the Brand was tested
below:
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Consumers' Trust in a Brand and the Link to Brand Loyalty
The results of the regression indicates that brand predictability characteristics explains 47.4%
of the variance (R2=0.479, P<.05, F 108.378), the effect Β= 0.692, which according to
Cohen(1998) is a large effect, the hypothesis is failed to reject, and also it has a significant
relationship.
Brand Competence: The hypothesis that brand competence has a positive relationship
with customer’s perception towards Trust in the Brand was tested through Regression
The results of the regression indicates that brand predictability characteristics explains 54.5%
of the variance (R2=0.549, P<.05, F 143.799), the effect Β= 0.741, which according to
Cohen(1998) is a large effect, the hypothesis is failed to reject, and also it has a significant
relationship.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Trust in the Company: The hypothesis that trust in the company has a positive
relationship with customer’s perception towards Trust in the Brand was tested through
Note: Dependent Variable: Trust in the Brand, Independent Variable: Trust in the
Company, R2 = 0.586; Adjusted R2= 0.583, P<.05, F 167.246
The results of the regression indicates that Trust in the Company characteristics explains
58.3% of the variance (R2=0.586, P<.05, F 167.246), the effect Β= 0.766, which
Liking for the Brand: The hypothesis that Liking for the brand has a positive
relationship with customer’s perception towards Trust in the Brand was tested through
22
Consumers' Trust in a Brand and the Link to Brand Loyalty
Note: Dependent Variable: Trust in the Brand, Independent Variable: Liking for
the Brand, R2 = 0.558; Adjusted R2= 0.544, P<.05, F 149.076
The results of the regression indicates that Liking for the Brand characteristics explains
54.4% of the variance (R2=0.558, P<.05, F 149.076), the effect Β= 0.747, which according to
Cohen(1998) is a large effect, the hypothesis is failed to reject, and also it has a significant
relationship.
Trust in the Brand: The hypothesis that Trust in the brand has a positive relationship
with customer’s perception towards Brand Loyalty was tested through Regression analysis.
23
Consumers' Trust in a Brand and the Link to Brand Loyalty
The results of the regression indicates that Trust in the Brand characteristics explains 21.7%
of the variance (R2=0.223, P<.05, F 33.948), the effect Β= 0.473, which according to
Cohen(1998) is a large effect, the hypothesis is failed to reject, and also it has a significant
relationship.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
Brands are very important for consumer market, brand is the key factor between consumers
and company. Consumers make loyalty from good brands. Trust in the brand is the important
factor to increase brand loyalty. Some factors which are heavily impact on trust in the brand
which are include as consumer characteristic brand characteristic and company characteristics
Brand reputation:
It would appear that marketers often suffer from the delusion that customers or potential
customers actually want a relationship with the organization. In fact, not all customers desire
a relationship with an organization, with some individuals more likely than others to form
relationships (Barnes, 1994) Consumers often rely on brand names rather than
independently gather information on the Internet . Word-of-mouth (WOM) plays an
important role in consumers’ perceptions of brands. Consumers who are very pleased with a
brand will make their opinions known to other consumers through WOM communication.
Conversely, they will tell others about negative experiences and may also switch brands .
Previous research has found that on-line brand trust is influenced strongly by eWOM
(Amblee,2008) Good reputation could lead to positive expectations and bad reputation could
lead to negative image of the brand (Creed and Miles, 1996) ). Reputation means
trustworthiness, integrity, and honesty. It can be seen from past experience of third party’s
trustworthiness, integrity, and honesty. Brand reputation can be judged from consumer
opinion, comments, estimation and beliefs, if people are suggesting the usage of a brand then
it is considered as a sign of good reputation. A brand’s reputation refers to the attitude of
consumers that the brand is good and reliable. Brand reputation can be developed through
advertising and public relations, and it enhances its quality.(Afzal et al 2010)
For many years trust has a understanding concept.Early research drew on Bonoma and
Johnston’s seminal work (1978) and on Dwyer, Schurr and Oh’s model of relationship
development processes (1987). Morgan and Hunt (1994) linked trust and commitment,
calling them ‘key variables’ in the exchange network between a company and its various
partners because the variables encourage corporate leaders to invest in a long-term
relationship and not to give in to appealing, short-term alternatives. Commitment and trust
were then used in the attempt to explain the mechanisms underlying stable preferences
(Beatty et al., 1988) Hess (1995) is apparently one of the first to propose a special brand trust
scale, defined as a multi-dimensional construct containing an ‘honesty’ dimension, an
‘altruism’ dimension, and a ‘reliability’ dimension. Trust means confidence on exchange
partner’s reliability and integrity (Morgan and Hunt 1994). Trust shows consumer
commitment and satisfaction with particular brand. An organization uses trust in brand as a
risk-reduction mechanism (Doney and Cannon 1997). According to O’Shaughnessy (1992)
faithfulness is everlasting wish, a readiness to do something with no computation of instant
expenses and profit. Hence, faithfulness to a brand engages trust in it. Trust means
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Consumers' Trust in a Brand and the Link to Brand Loyalty
confidence on exchange partner’s reliability and integrity (Morgan and Hunt 1994). Trust
shows consumer commitment and satisfaction with particular brand. An organization uses
trust in brand as a risk-reduction mechanism (Doney and Cannon 1997). Trust can also be
considered as goodwill and willingness that enables the consumer to take risk. Goodwill is
developed on the bases of past experiences. Trust is an expectation, which may cause a
positive outcome, despite the possibility that it may cause a negative outcome (Worchel,
1979). Boon and Holmes (1991) defined trust as a condition linking certain optimistic
opportunity about another’s intention with respect to oneself in risky state of affairs.
Consumer’s trust in brand is a variable that generates customers’ commitment, particularly
high involvement situation, in which its effect is strong in assessment as a whole contentment
(Moorman, Zaltman, and Deshpande, 1992; Morgan, and Hunt, 1994; Delgado and Munuera
2001).
Humor in ads may influence product liking in multiple ways. There is broad agreement
among advertising researchers and practitioners that humor enhances the attention paid to an
ad (e.g., Madden & Weinberger, 1982). Evaluative conditioning can affect product liking
through different mechanisms (Gawronski & Bodenhausen, 2006).
Brand predictability:
Predictability is ability of one buyer which is perceived by the other buyer (Doney and
Cannon, 1997). A brand’s obviousness enhances assurance because the customer knows that
nothing unforeseen may occur when it is used. As such, product predictability enhances trust
in a brand because certainty builds optimistic outlook (Kasperson, Golding, and Tuler, 1992).
Brand competence :
A competent brand is one that has the ability to crack a customer’s problem and to meet the
need (Butler and Cantrell,1984; Butler, 1991) Utilization of brand is only one way to find out
brand competency (Lau, and Lee, 1999; Christou, 2004). Consumers can find out a brand’s
competency through direct usage or word-of mouth. Good brands are that which are able to
satisfy the needs of a customer and its attributes must be compatible with customer’s needs.
Brand ability is the properties of brand which are perceived by customer as value. Butler and
Cantrell (1984), Butler (1991), Deutsch (1960), Cook and Wall (1980), and Sitkin and Roth
(1998) measured it as a property to satisfy the needs of customer.
Brnd loyalty:
loyalty programs are often misunderstood and misapplied. When it comes to design and
implementation, too many companies treat rewards as short-term promotional giveaways
(O’Brien and Jones 1995). Dick and Basu (1994) classified loyalty into four different
categories based on repeated patronage and relative attitude. The categories are loyalty,
spurious loyalty, latent loyalty, and no loyalty. . Some attitudinal measures of brand loyalty
26
Consumers' Trust in a Brand and the Link to Brand Loyalty
Even though trust is so important, it has been very difficult to study. One reason is that it is
very difficult to define and measure (Mayer et al., 1995; Gulati, 1995). According to Román,
S. (2003) The findings revealed that a salesperson’s ethical behaviour leads to higher
customer satisfaction leads to trust in the company, and loyalty to the brand that the
salesperson represents. Managerial and research implications are also discussed. The
antecedents and consequences of trust were examined empirically in two related studies. The
first examined the effect of perceived company size and perceived company reputation on the
level of trust for that online company by customers (Jarvenpaa et al., 2000).
The above Table 5 shows all the relationships were significant at a level of 0.05 (2-tailed).
The correlation of Trust in the Brand (M = 5.68, SD = 1.17, N = 120) with r (120) = 0.473
was strongest while the weakest was with Brand Competence (M = 5.54, SD = 1.21, N = 120)
with r (120) = 0.287. Additionally correlation tells that the variables are unique and
distinguishing (Hair Jr. et al, 2010).
Table 8 shows that brand reputation has a positive relationship with towards Trust in the
Brand tested through Regression analysis. Table 9 show that brand predictability has a
positive relationship with towards Trust in the Brand tested through Regression analysis.
Table 10 shows that brand competency has a positive relationship with towards Trust in the
Brand tested through Regression analysis. Table 11 shows that trust in the company have a
positive relationship with towards Trust in the Brand tested through Regression analysis.
Table 12 shows that liking for the brand has a positive relationship with towards Trust in the
Brand tested through Regression analysis. Table 13 shows that brand loyalty has a positive
relationship with towards Trust in the Brand tested through Regression analysis.
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Consumers' Trust in a Brand and the Link to Brand Loyalty
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