The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty

The authors examine two aspects of brand loyalty, purchase loyalty and atti tudinal loyalty, as linking variables in the chain of effects from brand tr ust and brand affect to brand performance (market share and relative price) . The model includes product-level, category-related controls (hedonic valu e and utilitarian value) and brand-level controls (brand differentiation an d share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results i ndicate that when the product- and brand-level variables are controlled for , brand trust and brand affect combine to determine purchase loyalty and at titudinal loyalty. Purchase loyalty, in turn, leads to greater market share , and attitudinal loyalty leads to a higher relative price for the brand. T he authors discuss the managerial implications of these results.