Abstract

This study proposes a model that explores the mediating effects of brand trust and brand love on the brand equity dimensions (i.e., perceived quality, brand awareness, brand association, and brand loyalty). Additionally, this study also examines the effect of product involvement (i.e., high vs. low) on brand love and brand trust relationship through a moderation analysis. As recommended in variance-based SEM, a two-step approach was used to test our model. The first step tested the quality of the construct measurement. The second step investigated the empirical estimates for the relationships between the constructs. The results revealed that only brand association positively influenced brand love, but no other dimensions of brand equity had an effect. We also explored the partially significant relationship between brand trust and brand love, which together, exhibited a strong and positive relationship with brand loyalty. Additionally, the data revealed a non-significant relationship between brand loyalty and brand association as well as with perceived quality. Finally, our results revealed that brand awareness enhanced perceived quality and brand associations.

摘要

本研究提出了一个模型，探索品牌信任和品牌爱对品牌资产维度（即感知质量、品牌知名度、品牌联想和品牌忠诚度）的中介作用。此外，本研究还通过适度分析检验了产品参与度（即高与低）对品牌喜爱和品牌信任关系的影响。正如基于方差的 SEM 所建议的那样，使用两步法来测试我们的模型。第一步测试构造测量的质量。第二步研究了对构念之间关系的经验估计。结果表明，只有品牌联想对品牌喜爱有积极影响，但品牌资产的其他维度没有影响。我们还探讨了品牌信任和品牌喜爱之间的部分显着关系，这与品牌忠诚度共同表现出强烈而积极的关系。此外，数据显示品牌忠诚度和品牌联想以及感知质量之间不存在显着关系。最后，我们的结果表明，品牌知名度提高了感知质量和品牌联想。