Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective

Sean Kwan Soo Shin

Dean of Global Education Institute, Namseoul University, South Korea.

Fortune Edem Amenuvor

Department of Business Administration, Keimyung University, South Korea.

Richard Basilisco *

Department of Global Entrepreneurship, Hanil University and Presbyterian Theological Seminary, South Korea.

Kwasi Owusu-Antwi

Department of Marketing, Methodist University College Ghana, Ghana.

*Author to whom correspondence should be addressed.


Abstract

This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.

Keywords: Brand trust, brand commitment, brand reputation, brand loyalty.


How to Cite

Kwan Soo Shin, Sean, Fortune Edem Amenuvor, Richard Basilisco, and Kwasi Owusu-Antwi. 2019. “Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective”. Current Journal of Applied Science and Technology 38 (4):1-17. https://doi.org/10.9734/cjast/2019/v38i430376.

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