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Article Information:
An Analysis of Some Moderating Variables on the Value, Brand Trust and Brand Loyalty Chain
Kambiz Heidarzadeh Hanzaee and Leila Andervazh
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: January 30, 2012
Accepted: March 10, 2012
Published: May 15, 2012 |
Abstract:
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The objective in this study was to investigate the moderating effect of some variables on the value,
brand trust, and brand loyalty chain. These moderating variables are customer characteristics (Age, Gender,
Involvement, Price consciousness, Brand consciousness). More specifically, we investigate both the link
between hedonic and utilitarian values of a product and brand trust and the link between brand trust and
attitudinal and purchase loyalty and the impact of selected customer characteristics on these relationships in
the context of four product groups (mobile phones, sunglasses, running shoes, and notebooks) that can be
characterized as consumer durables with high brand relevance. In a basic research model after reviewing the
literature on brand trust, hedonic and utilitarian value as selected contributors to brand trust and brand loyalty
as an important outcome of trust, we measured the effects of product value-brand loyalty on brand trust. Then
in the second phase we analyzed the moderator effects. The proposed relationships have been tested using
Structural Equation Modeling (SEM) via lisrel. We first report the main effect model and then present the
impact of moderators.
Key words: Brand consciousness, hedonic value, involvement, price consciousness, utilitarian value, ,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Leila Andervazh, . An Analysis of Some Moderating Variables on the Value, Brand Trust and Brand Loyalty Chain. Research Journal of Applied Sciences, Engineering and Technology, (10): 1403-1413.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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