Purpose: This study aimed to determine the influence of brand trust and its dimensions on consumer loyalty. Design/Methodology/Approach: The study was conducted on a sample of 428 Polish consumers of sports apparel brands who completed an online survey. The results were processed using exploratory factor analysis, Spearman's rank-order correlation coefficient (Spearman's Rho), and logistic regression analysis. Findings: The study demonstrated that brand trust plays a vital role in consumer buying behavior and has a positive effect on consumer loyalty. Brand trust measurement is a complex research problem, but the conducted analyses revealed that brand trust's proposed dimensions and structure were appropriate for measuring the examined phenomenon. Practical Implications: Brand trust and its dimensions exert a positive impact on consumer loyalty. Measures aiming to improve the perceived product quality, brand image, and customer satisfaction bring tangible results by increasing consumer loyalty or maximizing the probability of such an increase. Originality/Value: The proposed methodological approach can help measure brand trust. Empirical data were verified to describe the parameters of the relationship between brand trust and consumer loyalty.
Purpose:The study aims to examine the relationship between organizational innovativeness and firm performance, considering the culture of innovation as a potential moderator of this relationship. The present work provides important managerial insights into drivers of firm performance. Design/Methodology/Approach: A survey was conducted across 121 random manufacturing businesses in Poland. A regression analysis series was used to assess the relationships between organizational innovation, an innovation culture, and a firm's performance. Findings: Organizational innovativeness and innovation culture both have a substantial and positive impact on firm performance. The innovation culture played a moderating role in the relationship between innovativeness and firm performance in both high-and low-innovation cultures and across all dimensions of innovation. The moderation itself was the strongest in strategic innovativeness, whereas the market innovativeness model produced the most significant variance attributable to the moderator. Practical Implications: The study speaks to the need to consider organizational innovativeness and drivers of the innovation culture when striving for good firm performancea notion important for management practice. Originality/Value: The literature provides ample evidence to substantiate the thesis that innovation positively impacts a firm's performance, though findings vary substantially across studies. Furthermore, a paucity of studies would model and empirically verify the relationship between organizational innovativeness and firm performance among industrial businesses operating in Central-Eastern Europe. There is also little research demonstrating the role of the innovation culture in moderating this relationship. This research makes an essential contribution to the existing literature by empirically examining the relationship between organizational innovativeness, innovation culture, and firm performance.
Celem artykułu jest przybliżenie znaczenia zaufania w funkcjonowaniu przedsiębiorstwa, a następnie przedstawienie trzech autorskich narzędzi badawczych zastosowanych do pomiaru zaufania wewnętrznego, międzyorganizacyjnego i konsumenckiego, które w zamierzeniu autora tworzą kompletny konstrukt zaufania na poziomie przedsiębiorstwa. Założenia pomiarowe oparto na studiach literaturowych. Zaproponowany podział na trzy obszary był zasadny, ponieważ różne podmioty biorą udział w procesie kształtowania zaufania i inne czynniki determinują określony obszar zaufania. Autor starał się uporządkować i wykazać najbardziej istotne współcześnie wymiary zaufania, zaliczając do nich troskę o pracowników, troskę o interesariuszy, kompetencje, niezawodność, uczciwość i otwartość. Zdiagnozowano wymiary zaufania na poziomie ogólnym, a następnie rozwinięto je do postaci operacyjnej i pomiarowej, które powinny jak najlepiej opisywać zaproponowane obszary zaufania. Podczas pomiaru zaufania w ramach zaproponowanego podziału opracowano odpowiedni model badawczy. W celu określenia jego przydatności przeprowadzono badania empiryczne, które pozwoliły na określenie przydatności zaproponowanych narzędzi pomiarowych. Narzędzia badawcze, które w tym celu wykorzystano, są zrozumiałe i możliwe do zastosowania w praktyce zarządzania, nie upraszczają nadmiernie rzeczywistości. Koncepcja systemowej analizy zaufania spełnia kryterium wiarygodności i można mieć nadzieję, że odzwierciedla w jak największym stopniu rzeczywistość, w jakiej funkcjonuje przedsiębiorstwo.
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