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- Title
BRAND TRUST AND AFFECT IN THE LUXURY BRAND-CUSTOMER RELATIONSHIP.
- Authors
Younghee Song; Won-Moo Hur; Minsung Kim
- Abstract
The influences of trust and affect on increasing likelihood to purchase luxury brands was examined. Because in most existing studies of luxury brand female customers have been targeted, in contrast a more comprehensive luxury brand loyalty building framework for male customers was demonstrated in this study. Results show a significant path from brand affect to brand trust, and from brand trust to brand risk and brand loyalty. The findings imply that brand affect, indirectly via brand trust, and brand trust directly, enhance brand loyalty behaviors and reduce perceived brand risk. The significant role of brand trust in building brand loyalty should be noted and more trust building oriented brand management strategies should be developed.
- Subjects
LUXURIES; WOMEN consumers; BRAND image; BRAND loyalty; MALE consumers; GENDER differences (Sociology); SOCIAL aspects of trust; RISK perception; CUSTOMER loyalty; PRODUCT management research; CONSUMER psychology
- Publication
Social Behavior & Personality: an international journal, 2012, Vol 40, Issue 2, p331
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.2012.40.2.331