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...

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Detalles Bibliográficos
Autores principales: Zhang, Shikun, Peng, Michael Yao-Ping, Peng, Yaoping, Zhang, Yuan, Ren, Guoying, Chen, Chun-Chun
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7067968/
https://www.ncbi.nlm.nih.gov/pubmed/32210865
http://dx.doi.org/10.3389/fpsyg.2020.00231
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author Zhang, Shikun
Peng, Michael Yao-Ping
Peng, Yaoping
Zhang, Yuan
Ren, Guoying
Chen, Chun-Chun
author_facet Zhang, Shikun
Peng, Michael Yao-Ping
Peng, Yaoping
Zhang, Yuan
Ren, Guoying
Chen, Chun-Chun
author_sort Zhang, Shikun
collection PubMed
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.
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spelling pubmed-70679682020-03-24 Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand Zhang, Shikun Peng, Michael Yao-Ping Peng, Yaoping Zhang, Yuan Ren, Guoying Chen, Chun-Chun Front Psychol Psychology 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. Frontiers Media S.A. 2020-03-06 /pmc/articles/PMC7067968/ /pubmed/32210865 http://dx.doi.org/10.3389/fpsyg.2020.00231 Text en Copyright © 2020 Zhang, Peng, Peng, Zhang, Ren and Chen. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zhang, Shikun
Peng, Michael Yao-Ping
Peng, Yaoping
Zhang, Yuan
Ren, Guoying
Chen, Chun-Chun
Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand
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 Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7067968/
https://www.ncbi.nlm.nih.gov/pubmed/32210865
http://dx.doi.org/10.3389/fpsyg.2020.00231
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