haku: @author Munuera-Aleman, J. L. / yhteensä: 2
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| Tekijä: | Delgado-Ballester, E. Munuera-Aleman, J. L. |
| Otsikko: | Brand trust in the context of consumer loyalty |
| Lehti: | European Journal of Marketing
2001 : VOL. 35:11/12, p. 1238-1258 |
| Asiasana: | Consumer satisfaction Consumer behaviour Spain Multivariate analysis |
| Kieli: | eng |
| Tiivistelmä: | The shifting emphasis to relational marketing has devoted a lot of effort to analyse how other constructs such as trust predict future intention. The fact that there are conceptual connections of trust to the notion of satisfaction and loyalty, and this effort is especially lacking in the brand-customer relationship, moves the authors to focus on analysing the relationships existing among these concepts. Research methodology consisted of regressions and multivariable analysis with a sample of 173 buyers. The results obtained suggest the key role of brand trust as a variable that generates customers' commitment, especially in situations of high involvement, in which its effects is stronger in comparison to overall satisfaction. |
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