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The mediating role of brand trust in the relationship between brand personality and brand loyalty
Journal of Consumer Behaviour ( IF 3.199 ) Pub Date : 2021-01-14 , DOI: 10.1002/cb.1922
Nuria Villagra 1 , Abel Monfort 2 , Joaquín Sánchez Herrera 1
Affiliation  

Despite the efforts of organisations to make their consumers loyal to their brands, numerous studies show how loyalty has been declining in recent years without apparent causes. The aim of this research is to study the relationship between personality, trust and brand loyalty, to help understand the role of each of these variables in consumers' relationships with brands. Through a structural model built from data collected from a representative sample of 1015 individuals in the Spanish market, results put forward evidence of an indirect positive influence of brand personality on consumer loyalty, mediated by brand trust. Surprisingly, the results contrast with previous studies and show that there is no direct relationship between brand personality and brand loyalty. The results of this study have implications for both researchers and managers because previous research has analysed the direct influence of brand personality on trust or loyalty but not the mediating role that trust has on the relationship between personality and loyalty.

中文翻译:

品牌信任在品牌个性与品牌忠诚关系中的中介作用

尽管组织努力让消费者忠诚于他们的品牌,但大量研究表明,近年来忠诚度在没有明显原因的情况下一直在下降。本研究的目的是研究个性、信任和品牌忠诚度之间的关系,以帮助理解每个变量在消费者与品牌的关系中的作用。通过从西班牙市场 1015 个人的代表性样本收集的数据构建的结构模型,结果提出了品牌个性对消费者忠诚度的间接积极影响的证据,以品牌信任为中介。令人惊讶的是,结果与之前的研究形成对比,表明品牌个性和品牌忠诚度之间没有直接关系。
更新日期:2021-01-14
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