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- Title
THE ROLE OF BRAND TRUST IN MALE CUSTOMERS' RELATIONSHIP TO LUXURY BRANDS.
- Authors
WON-MOO HUR; MINSUNG KIM; HANNA KIM
- Abstract
This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample ( N = 400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the eff ect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.
- Subjects
CUSTOMER loyalty; BRAND choice; MALE consumers; CUSTOMER satisfaction; CONSUMER psychology; BRAND loyalty; PSYCHOLOGY
- Publication
Psychological Reports, 2014, Vol 114, Issue 2, p609
- ISSN
0033-2941
- Publication type
Article
- DOI
10.2466/01.07.PR0.114k15w8