Trust, commitment and satisfaction in the relationship between brand loyalty and satisfaction in the mobile phone industry

Brands are accepted as one of the most valuable assets that a firm needs to build. To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidence on the causal relationships among different factors i.e., brand personality, image, experience, satisfaction, trust and commitment that have direct and indirect effects in the creation of brand loyalty. This study also aims to investigate the relationship between brand personality and brand image constructs that influence brand loyalty independently. Based on the objectives of the study, sixteen hypotheses were developed to test the relationships among brand loyalty determinants. The study was conducted using survey questionnaire and the data were collected from 490 mobile phone users in Malaysia. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was applied to test the relationships in this study. The findings indicate that brand personality, brand image and brand experience are key sources of brand satisfaction. In addition, all the factors i.e., image, experience, satisfaction, trust and commitment have a direct and indirect impact on brand loyalty. However, the role of brand personality on brand loyalty is recognized through brand satisfaction. The contribution of this study has been to confirm the distinction between brand personality and brand image. Overall, these results indicate that the personality of brand is an essential driver for brand satisfaction. However, contrary to the hypothesis, brand personality does not have any significant effect on brand loyalty directly. These findings enhance our understanding that brand image and brand personality must not be used interchangeably, specifically when technological brands are involved. Furthermore, the results also support the mediating effects of the relational constructs i.e., commitment and trust in association between satisfaction and loyalty. This study provides significant theoretical and managerial implications. Limitations and suggestions for future investigation are also discussed

Do Brand Personality Really Enhance Satisfaction and Loyalty Toward Brand? A Review of Theory and Empirical Research

It is becoming increasingly difficult to ignore the role of brand loyalty in today’s competitive market. Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Most firms attempt to measure satisfaction and loyalty for their brand, this is because the vital view whether a product successful or failed are customer loyalty. But, they do not think about vital influences to build satisfaction and loyalty. However, a major problem with this kind of effort is that measuring satisfaction and loyalty does not tell anybody how to achieve it. One of essential strategies to accomplish satisfaction and loyalty in branding strategy is brand personality. In the history of development loyalty, brand personality has been thought of as a key factor in brand theory; it is become more significant for companies. Recently, researchers have shown an increased interest in the impact of brand personality on brand satisfaction and loyalty. Further, creating loyalty in today’s competitive market has become complicated due to standard similarity in consumer perception of product quality, increase in variety of superior brands and alternatives, low risk and high expectations of the customer's brand switching have completely changed. Based on the above issues, the present study was designed to determine the effect of brand personality as an important antecedent to brand loyalty in today's competitive market. The analysis is based on findings and theories from the consumer personality psychology and consumer behavior literature. These results provide important insights into the effects of brand personality in creating satisfaction and brand loyalty in order to have competitive advantage in today market. Keywords: Brand personality, Brand satisfaction, Brand loyalty, Competitive market

The effect of brand personality and brand satisfaction on brand loyalty: a conceptual paper

Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company’s fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers and marketers for the better understanding of their market and also help them to better serve the needs and wants of their potential customers. This article is next established into specific research hypotheses for future studies