IMPACT OF BRAND TRUST ON BRAND LOYALTY: MEDIATING ROLE OF BRAND AFFECT
IMPACT OF BRAND TRUST ON BRAND LOYALTY: MEDIATING ROLE OF BRAND AFFECT

Summary/Abstract: It is crucial for companies to build brand loyalty in order to sustain in highly competitive marketplace. Brand loyalty prevents customers to switch to other brands whereas providing loyal customers to buy more. Thus, how to gain loyalty and what are antecedents of brand loyalty are important subjects searched in the field of marketing. In the literature, brand trust and brand affect are studied as antecedents of brand loyalty. Brand trust is customers’ believing in brand whereas brand affect, relatively new concept, consists of customers’ feelings about the brands they experience. While brand trust is achieved through a long process, the brand affect occurs spontaneously. In this study, the impact of brand trust on brand loyalty is examined. In addition, the mediating role of brand affect on the relationship between brand trust and brand loyalty is also investigated. In the study, the data is collected from 463 young customers of leading sportswear brand in Turkey. In order to test the research model, the structural equation modelling is used. As a result, it is found that brand trust has a high impact on brand loyalty whereas brand affect has a mediating effect on the relationship between brand trust and brand loyalty.

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