The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty
The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty
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DOI：
10.1509/jmkg.65.2.81.18255
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发表时间：
2001-04-01
影响因子：
12.9
通讯作者：
Holbrook, MB
中科院分区：
文献类型：
--
作者：
Chaudhuri, A;Holbrook, MB
作者考察了品牌忠诚度的两个方面，购买忠诚度和态度忠诚度，作为从品牌信任和品牌影响到品牌绩效(市场份额和相对价格)的影响链中的联系变量。该模型包括产品级、品类相关的控制(享乐价值和功利价值)和品牌级控制(品牌差异化和话语权份额)。作者从对消费者和品牌经理的三项独立调查中汇编了107个品牌的汇总数据集。研究结果表明，在控制了产品和品牌层面的变量后，品牌信任和品牌情感共同决定了购买忠诚和态度忠诚。购买忠诚度反过来会导致更大的市场份额，而态度忠诚度会导致品牌的相对价格更高。作者讨论了这些结果的管理含义。
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.