Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

Abstract

PurposeCurrent research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.Design/methodology/approachThis is a cross-sectional research. Data is collected with the help of structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung users from Lahore, Pakistan.FindingsResults indicate that brand credibility has a positive influence on attitude toward brand and brand loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand loyalty.Research limitations/implicationsThere are some limitations of the current research. It includes only the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like Karachi, Multan and Faisalabad may also be included for generalization.Practical implicationsThis research provides a practical framework for the marketing department of Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these variables will also be helpful for the marketing department of Samsung for checking the level of propose relationships periodically and comparing it with previous results which will provide the true picture about propose relationships. If the value of propose relationships increases or remains at same level, then Samsung can maintain the current policies about these variables and if the value of these variables decreases, the Samsung will improve the current policies about these variables.Originality/valueThis research contributed in theory of reasoned action by proposing the brand credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained separately. This research adds to the body of literature by checking the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

Impact of Perceived Influence, Virtual Interactivity on Consumer Purchase Intentions Through the Path of Brand Image and Brand Expected Value

“…Some other variables that may influence consumer PI such as attitude toward the brand ( Choi and Rifon, 2012 ; Haq et al, 2022 ), perceived influencer trustworthiness ( Hsu et al, 2013 ; Magno and Cassia, 2018 ), level of involvement or influencer reputation ( Hsu et al, 2013 ) should be investigated further in future research ( Kapitan and Silvera, 2016 ). Future research could look into predictors of consumers’ perceptions of influence, like the lower-influencer emotional attachment ( Moussa and Touzani, 2017 ), perceived quality ( Wang and Lin, 2011 ), or online flow aspects ( Lim, 2014 ).…”

“…Customers are being bombarded with more information on the internet every day, which has substantially lowered their attention span ( Veer et al, 2019 ). Many organizations have suffered financial difficulties in the market ( Kolte et al, 2018 ; Haq et al, 2022 ). The typical customer evaluation cycle’s period has been dramatically lowered and turned into a new shape.…”

How Does Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust

“…In addition, previous research has shown that customer experience with a brand can affect brand credibility (Dwivedi et al, 2018;Nayeem et al, 2019). Other research shows that brand credibility and trust positively affect brand loyalty (Akoglu, 2021;Haq et al, 2022;Song et al, 2019). Therefore, this research intends to examine the relationship between customer experience on brand loyalty mediated by brand credibility and brand trust, particularly in conventional travel agent services.…”

“…Moreover, brand loyalty can be affected by brand credibility and brand trust (Akoglu, 2021;Haq et al, 2022;Song et al, 2019). Brand credibility provides more advantages to customers and facilitates organizations to generate brand loyalty (Haq et al, 2022).…”

“…Moreover, brand loyalty can be affected by brand credibility and brand trust (Akoglu, 2021;Haq et al, 2022;Song et al, 2019). Brand credibility provides more advantages to customers and facilitates organizations to generate brand loyalty (Haq et al, 2022). After the experience, if customers trust a brand and believe it does not intend to break its promises, they are more likely to be attached to it and form loyalty (Rather et al, 2022;Reitsamer & Brunner-Sperdin, 2021).…”