Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand
This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, g...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.00231/full |
| _version_ | 1818778392428806144 |
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| author | Shikun Zhang Michael Yao-Ping Peng Yaoping Peng Yuan Zhang Guoying Ren Chun-Chun Chen |
| author_facet | Shikun Zhang Michael Yao-Ping Peng Yaoping Peng Yuan Zhang Guoying Ren Chun-Chun Chen |
| author_sort | Shikun Zhang |
| collection | DOAJ |
| description | This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, giving a valid response rate of 89%. Data analysis was performed with SmartPLS2.0 and SPSS 23.0 to test the proposed model. The results indicate that an expressive brand relationship significantly predicts brand trust and brand loyalty. In turn, brand trust has a positive influence on brand love, while brand awareness and brand love influence attitudinal and behavioral loyalty. Expressive brand relationship has two indirect mediating affects via brand trust and brand love, which influence brand loyalty. Finally, we suggest managerial implications and directions for future research. |
| first_indexed | 2024-12-18T11:44:00Z |
| format | Article |
| id | doaj.art-74aa2a9c5c5544ef860753be692b2447 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-18T11:44:00Z |
| publishDate | 2020-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-74aa2a9c5c5544ef860753be692b24472022-12-21T21:09:20ZengFrontiers Media S.A.Frontiers in Psychology1664-10782020-03-011110.3389/fpsyg.2020.00231506528Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable BrandShikun Zhang0Michael Yao-Ping Peng1Yaoping Peng2Yuan Zhang3Guoying Ren4Chun-Chun Chen5College of Economics and Management, Shangqiu Normal University, Shangqiu, ChinaSchool of Business Administration, Jimei University, Xiamen, ChinaBusiness School, Yango University, Fuzhou, ChinaCollege of Economics and Management, Xi’an University of Posts & Telecommunications, Xi’an, ChinaBusiness School, Beijing Normal University, Beijing, ChinaSchool of Management, Beijing Union University, Beijing, ChinaThis study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, giving a valid response rate of 89%. Data analysis was performed with SmartPLS2.0 and SPSS 23.0 to test the proposed model. The results indicate that an expressive brand relationship significantly predicts brand trust and brand loyalty. In turn, brand trust has a positive influence on brand love, while brand awareness and brand love influence attitudinal and behavioral loyalty. Expressive brand relationship has two indirect mediating affects via brand trust and brand love, which influence brand loyalty. Finally, we suggest managerial implications and directions for future research.https://www.frontiersin.org/article/10.3389/fpsyg.2020.00231/fullbrand relationshipbrand trustbrand loyaltybrand lovestructural equating modeling |
| spellingShingle | Shikun Zhang Michael Yao-Ping Peng Yaoping Peng Yuan Zhang Guoying Ren Chun-Chun Chen Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand Frontiers in Psychology brand relationship brand trust brand loyalty brand love structural equating modeling |
| title | Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand |
| title_full | Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand |
| title_fullStr | Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand |
| title_full_unstemmed | Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand |
| title_short | Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand |
| title_sort | expressive brand relationship brand love and brand loyalty for tablet pcs building a sustainable brand |
| topic | brand relationship brand trust brand loyalty brand love structural equating modeling |
| url | https://www.frontiersin.org/article/10.3389/fpsyg.2020.00231/full |
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