The effect of corporate association and Brand trust on Brand loyalty: the mediating role of Brand attachment
DOI:
https://doi.org/10.18533/cj1mnv92Keywords:
Brand loyalty, Brand trust, corporate association, Brand attachment, Luxury fashion brandAbstract
Aim/Purpose –The study sought to determine the impact of corporate affiliation and brand trust on brand loyalty in the setting of the luxury apparel sector, which is mediated through brand attachment. The brand resonance theory is utilized to observe the connection.
Design/methodology/approach –The research collected cross-sectional information from 245 shoppers who bought luxury brands. The partial least squares structural equation modeling analysis was directed in this investigation.
Findings –The findings confirm all of the predictions and demonstrate how important brand attachment is in fostering consumer loyalty for businesses in the apparel sector. Corporate affiliation and brand trust have a positive impact on brand attachment and loyalty. The study also found an important intermediate role of brand attachment that bring about the link between customers’ brand trust, perceived association, and brand loyalty.
Research implications/limitations –The results of the paper are critical for high-end brands that desire to grow and be counted in the fashion industry by providing marketers with a guide to managing their branding tactics.
Originality/value/contribution –By developing a theoretical model that captures the impact of the brand trust and corporate association strategy on brand attachment and loyalty, this study expands on prior studies
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