THE RELATIONSHIP BETWEEN BRAND TRUST AND BRAND LOYALTY WITH MEDIATING EFFECT OF BRAND LOVE: A CONCEPTUAL REVIEW AIMI NADIA IBRAHIM(a*), NOOR HASMINI ABD GHANI(b)
UNIVERSITI MALAYSIA KELANTAN
*aiminadia.i[at]umk.edu.my *hasmini.ag[at]umk.edu.my
Abstract
Brand loyalty is the positive association consumers attach to a particular product or brand. Customers who exhibit brand loyalty are devoted to a product or service, which is demonstrated by their repeat purchases despite competitors^ efforts to lure them away. Based on Dick and Basu customer loyalty model, this paper proposes a conceptual framework for brand trust, brand love, and brand loyalty. Brand trust and brand loyalty have been widely discussed, however, some research on brand trust has modeled trust either as an outcome, mediator, or moderator, and very few studies have modeled trust as the main predictor of brand loyalty. Therefore, trust as a predictor is introduced in the conceptual framework to determine if there exists a positive behavioral outcome.
