Open AccessEffects of brand values on customer loyalty intention: The mediating role of trust, attachment and consumer - brand identification
Author(s) -
Thuy Thi Ngoc Vo
Publication year - 2017
Publication title -
khoa học và công nghệ: kinh tế - luật - quản lý
Language(s) - English
Resource type - Journals
ISSN - 2588-1051
DOI - 10.32508/stdjelm.v1iq1.427
Subject(s) - brand loyalty , loyalty , psychology , brand relationship , experiential learning , identification (biology) , business , advertising , brand experience , marketing , brand management , social psychology , new product development , botany , mathematics education , biology , product management
Customers and brands usually find a connection to one another through brand values, namely the functional, emotional, experiential, and symbolic values. This connection plays a considerable role in creating loyalty intention. However, studies on the mechanism of this relationship remain limited. This study proposes that perceived functional values lead to customers' loyalty to the brand as they create trust; the emotional and experiential values result in loyalty intention as they link customers to brand attachment; and the symbolic values lead to loyalty as they create consumer-brand identification. We conducted an empirical study using quantitative method on a sample of 311 customers in three different functional food brands. The results show that trust and attachment accordingly play partial mediating roles, and attachment plays a full mediating role.