He has conducted research on the validity of perceptual and preference mapping and on consumer aesthetics applied to responses toward radio listening, jazz recordings, and classical music. Based on these the following hypothesis is proposed in this study. Meanwhile, they introduced the brand market share as the percentage of a brand sale to total sales of all brands of a product 7. The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance market share and relative price.
Morgan and hunt 1994 projected, brand trust on the basis of commitmenttrust theory considers trust as a key variable in developing and maintaining enduring and highly valued brand relationships. Brand loyal consumers may be willing to pay more for a brand or to repeat purchase because they perceive some unique value in. Productclass effects on brand commitment and brand outcomes. This cited by count includes citations to the following articles in scholar. Consumers will therefore have less doubt about a suppliers moral commitment and will exhibit greater trust.
Chaudhuri and holbrook 2001 examined, and linked brand trust directly to purchase and attitudinal loyalty with the brand. S bhakar1 and mansi gupta2 1prestige institute of management, gwalior, india 2alumni of pimg, gwalior, india a r t i c l e i n f o received 16 jan. Brand trust is one of the most important antecedents of brand loyalty. Chaudhuri and holbrook 2001 argued that brand trust strongly influences the customers attitude and repurchase loyalty. Brand equity and marketing strategy have mutual relationship. Dillard professor of market ing, graduate school of business, columbia university. Purchase the document to get full access instantly get full access for. Winters 1991 and aaker 1996 stated that brand price is an important aspect in building brand equity. Our conceptual framework follows chaudhuri and holbrooks. If trust is established between organization and customer, ample potential will be provided for mutual advantages kim et al. The impact of consumer experience on brand loyalty.
An investigation into the relationship between early. Holbrook the chain of effects from brand trust and brand affect to brand performance. Brand loyalty brand loyalty can provide both consumer and company essential benefits. Consumers can learn from previous experience about the value that a brand delivered. The role of brand loyalty, authorarjun chaudhuri and morris b.
Chaudhuri and holbrook 2001 surveys from consumers and managers ctb positively influences purchase loyalty and attitudinal loyalty. In social psychology, phenomena related to loyalty pertain to social identity theory and its counterparts tajfel 2010, which address the interface between social identity and overt manifestations of loyal behavior van vugt and hart 2004. Further reproduction prohibited without permission. Figure 1 from the chain of effects from brand trust and. Chaudhuri and holbrook 2001 listed by the website for the journal of marketing 11407as the fifthmostcited jm article published from 2000 to 2006 holbrook and addis 2008 selected as winner of the 2010 werner pommerehne prize for best. Corporate social responsibility and customer behavior. They defined the relative price as the ratio of a brand price to that of the leading competitors. The chain of effects from brand trust and brand affect to brand performance.
The psychology of using animals in advertising synopsis. Professor holbrook has taught marketing strategy, sales management, consumer behavior, and commercial communication in the culture of consumption. The chain of effects from brand trust and brand affect to. Effectiveness of marketing strategies and corporate image. Chaudhuri and holbrook 2001, will also increase relative price of the brand itself.
The role of brand loyalty arjun chaudhuri and morris b. It shows that brand loyalty is part of the continual process of valuable. Effect of corporate image on brand trust and brand affect. Pdf the chain of effects from brand trust and brand. They propose certain productclass determinants perceived differences between brands, hedonic and utilitarian values, brandchoice risk as determinants of brand commitment and brand outcomes market share, advertisingtosales ratio. A customer loyalty model for eservice context a customer loyalty model for eservice context pin luarn. Morris holbrook columbia business school directory. The role of brand loy alty, journal of marketing, 65 april. The effect of the relationship of brand trust and brand. Arjun chaudhuri is associate professor of marketing, school of business, fairfield university. The effects of brand management on brand equity in mexican. Research has shown that brand identity is only one reason advertisers use animals to promote their products or services. The authors extend the study of relational exchanges to consumer markets using brands as the units of analysis.
In accordance with definitions used by chaudhuri and holbrook 2001, brand loyalty will be defined in the current study using the definition. Holbrook 2001, the chain of effects from br and trust and brand affect to brand performance. Trust plays a central role in augmenting both behavioral and attitudinal loyalty which in turn influences marketing outcome related factors like market share maintenance and price elasticity. Trust has changed the way firms engage with consumers. Chaudhuri and holbrook 2001 concentrated on relative price and market share as the outcomes of the performance. Effect of corporate image on brand trust and brand affect nischay k. Investigating the effects of brand identity on customer. Sustainable entrepreneurship and customer loyalty in. Pdf development and validation of a brand trust scale. Our conceptual framework follows chaudhuri and holbrooks 2001 study and sung and kims study 2010, which approximate the brand personality constructs as independent variables affecting brand affect and brand trust, leading to formation of consumers brand loyalty. Dillard professor of marketing, graduate school of business, columbia university. For chaudhuri and holbrook 2001 positive brand emotions have a positive impact on brand loyalty, both in terms of behavioral and attitudinal loyalty.
1536 1210 423 533 162 569 1427 392 85 1113 1427 1242 129 1157 1376 457 132 1523 4 922 785 225 586 110 350 80 1336 1502 1333 314 1037 843 1007 3 535 816 616 607 1457