The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

Document Type

Article

Publication Date

4-2001

Abstract

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). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

Comments

Copyright American Marketing Association 2001.

Publication Title

The Journal of Marketing

Published Citation

Arjun Chaudhuri and Morris B. Holbrook (Apr., 2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. The Journal of Marketing, 65 (2), 81-93.

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