The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China
Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-06-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/6/502 |
| _version_ | 1797596083135709184 |
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| author | Meng Na Li Rong Mohd Helmi Ali Syed Shah Alam Mohammad Masukujjaman Khairul Anuar Mohd Ali |
| author_facet | Meng Na Li Rong Mohd Helmi Ali Syed Shah Alam Mohammad Masukujjaman Khairul Anuar Mohd Ali |
| author_sort | Meng Na |
| collection | DOAJ |
| description | Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience–attitudinal loyalty, and brand experience–behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management. |
| first_indexed | 2024-03-11T02:45:31Z |
| format | Article |
| id | doaj.art-33f75052c6dc4d13bed72cab06305ebe |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-11T02:45:31Z |
| publishDate | 2023-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-33f75052c6dc4d13bed72cab06305ebe2023-11-18T09:19:55ZengMDPI AGBehavioral Sciences2076-328X2023-06-0113650210.3390/bs13060502The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in ChinaMeng Na0Li Rong1Mohd Helmi Ali2Syed Shah Alam3Mohammad Masukujjaman4Khairul Anuar Mohd Ali5Graduate School of Business, Universiti Kebangsaan Malaysia (UKM), Bangi 43600, MalaysiaFaculty of Management, Xiangtan Institute of Technology, Xiangtan 411101, ChinaGraduate School of Business, Universiti Kebangsaan Malaysia (UKM), Bangi 43600, MalaysiaGraduate School of Business, Universiti Kebangsaan Malaysia (UKM), Bangi 43600, MalaysiaGraduate School of Business, Universiti Kebangsaan Malaysia (UKM), Bangi 43600, MalaysiaGraduate School of Business, Universiti Kebangsaan Malaysia (UKM), Bangi 43600, MalaysiaSmartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience–attitudinal loyalty, and brand experience–behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management.https://www.mdpi.com/2076-328X/13/6/502brand attributesbrand loyaltyword-of-mouth engagementsmartphones |
| spellingShingle | Meng Na Li Rong Mohd Helmi Ali Syed Shah Alam Mohammad Masukujjaman Khairul Anuar Mohd Ali The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China Behavioral Sciences brand attributes brand loyalty word-of-mouth engagement smartphones |
| title | The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China |
| title_full | The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China |
| title_fullStr | The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China |
| title_full_unstemmed | The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China |
| title_short | The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China |
| title_sort | mediating role of brand trust and brand love between brand experience and loyalty a study on smartphones in china |
| topic | brand attributes brand loyalty word-of-mouth engagement smartphones |
| url | https://www.mdpi.com/2076-328X/13/6/502 |
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