The mediating role of brand trust in the relationship between brand personality and brand loyalty

Abstract

Despite the efforts of organisations to make their consumers loyal to their brands, numerous studies show how loyalty has been declining in recent years without apparent causes. The aim of this research is to study the relationship between personality, trust and brand loyalty, to help understand the role of each of these variables in consumers' relationships with brands. Through a structural model built from data collected from a representative sample of 1015 individuals in the Spanish market, results put forward evidence of an indirect positive influence of brand personality on consumer loyalty, mediated by brand trust. Surprisingly, the results contrast with previous studies and show that there is no direct relationship between brand personality and brand loyalty. The results of this study have implications for both researchers and managers because previous research has analysed the direct influence of brand personality on trust or loyalty but not the mediating role that trust has on the relationship between personality and loyalty.

Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

“…We, therefore, recommend testing the model across different contexts/sectors, aiding its validation. Relatedly, researchers may wish to incorporate alternate brand‐related constructs in the model (e.g., brand love/commitment/trust) to yield further insight (Rather, 2018a , 2018b ; Rather & Hollebeek, 2019 ; Villagra et al, 2021 ).…”

“…Relatedly, researchers may wish to incorporate alternate brand-related constructs in the model (e.g., brand love/commitment/trust) to yield further insight (Rather, 2018a(Rather, , 2018bVillagra et al, 2021).…”

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

“…BT plays a vital role in relational exchange ( Riorini and Widayat, 2015 ; Ling et al, 2021 ). According to Chaudhuri and Holbrook (2001) , the foundation of BT relies on the brand’s ability to perform its stated function; therefore, the reliability of a brand is the root of BT ( Ballester and Munuera-Alemán, 2005 ; Villagra et al, 2021 ). Trust has become a very influential concept in branding ( Husain et al, 2022 ).…”

Pengaruh Kepribadian Merek, Pengalaman Merek, dan Cinta Merek The Body Shop terhadap Loyalitas Merek

“…Pengolahan data menunjukkan bahwa kepribadian merek memberikan pengaruh signifikan pada pembentukan loyalitas merek. Sejalan dengan temuan Lin (2010); Ramaseshan & Stein (2014); Villagra et al (2021) yang menunjukkan bahwa loyalitas merek akan terus meningkat seiring dengan peningkatan kepribadian merek. Konsumen dapat menunjukkan ekspresi jika sebuah merek dapat menyesuaikan diri dengan konsumen.…”