Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: an empirical study

نویسندگان

چکیده

The study focus on the role of self-expressive branding, brand love, trust and commitment loyalty. It also identifies strength mediating effect variable between love trust. Also measures data is gathered by using a structured questionnaire sample size 101 respondents in cross-sectional study. Statistical analysis has been done through SMART PLS 3.0 software. In part, algorithms, bootstrapping, blindfolding, Importance performance matrix, FIMIX, Multi-Group have undertaken. A reflective model developed. path coefficient value empirical t-values all direct relationships variables above 0.2 1.96 respectively substantiate hypothesis. results shown that partially mediates association four-segment solution's FIMIX-PLS shows are more relevant segment 3, followed 2, 1 4, respectively. Companies should improving their displayed consumers which strengthens loyalty automobile sector. This industry could consider implementing this creating trustworthiness about brand, developing strong psychological connectedness customer retail outlet offering best quality product, incorporating strategies to reduce cognitive dissonance among buyers.

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ژورنال

عنوان ژورنال: Ekonomska Istrazivanja-economic Research

سال: 2022

ISSN: ['1848-9664', '1331-677X']

DOI: https://doi.org/10.1080/1331677x.2022.2048202