Open AccessTrust and loyalty in online brand communities
Author(s) -
Rafael AnayaSánchez,
Rocío Aguilar-Illescas,
Sebastián Molinillo,
Francisco J. MartínezLópez
Publication year - 2020
Publication title -
spanish journal of marketing-esic
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.796
H-Index - 13
eISSN - 2444-9709
pISSN - 2444-9695
DOI - 10.1108/sjme-01-2020-0004
Subject(s) - structural equation modeling , originality , brand loyalty , context (archaeology) , advertising , business , loyalty , brand community , value (mathematics) , brand awareness , brand management , sample (material) , marketing , psychology , computer science , social psychology , creativity , paleontology , chemistry , chromatography , machine learning , biology
Purpose The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members. Design/methodology/approach The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM). Findings The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust. Originality/value This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs.