An analysis of some moderating variables on the value, brand trust and brand loyalty chain

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. © Maxwell Scientific Organization, 2012.