Brand Trust and Brand Loyalty: The mediating role of Brand Innovativeness

Abstract

Brand development and maintenance are crucial today especially considering the competitive setting of the market. The consumer behavior toward repeat purchases of a particular brand is called brand loyalty, which is a critical construct to brand maintenance. Brand loyalty is known to be affected by trust in the brand and innovativeness of a brand has a potential to result in loyal customers. Thus, the present study explored the link between brand trust and brand loyalty and the mediating role of brand innovativeness in such link. The study data was collected using a questionnaire-based survey and analyzed using SPSS and AMOS programs. Research results demonstrated that brand trust had a direct effect on brand loyalty, which was statistically significant and brand innovativeness had a partially mediating role in the relationship between brand trust and brand loyalty.