Consumer Behaviour: Intrfere Role of Brand Trust Between Personality and Loyalty

EasyChair Preprint 7423

Abstract

There are several studies shows how loyalty has been reducing in recent years without clear root, the first and foremost important of an organisation is to make their consumers loyal towards their brand. The aim of this study is to understand the relationship between brand trust, brand personality and brand loyalty and these are the basement of consumer brand relationship. With the help of data collected from 1015 individuals in Spanish market, the study created a structural model and the result shows that indirect effect of brand personality on consumer loyalty, which is interfere by brand trust. Particularly, the result is completely differed with previous study and confess that there is no direct relationship between brand personality and loyalty. Finally, the result of this study suggests for both researcher and manager, because the pervious study shown the effect of brand personality on trust or loyalty. but not the interfere role of brand trust between personality and loyalty.

Keyphrases: Brand Loyalty, Brand Trust, brand personality, consumer-brand relationship

@booklet{EasyChair:7423,
  author    = {Durgha Devi Loganathan},
  title     = {Consumer Behaviour: Intrfere Role of Brand Trust Between Personality and Loyalty},
  howpublished = {EasyChair Preprint 7423},
  year      = {EasyChair, 2022}}