The Effect of Brand Trust in Mediating Brand Image and Product Innovation on Consumer Loyalty
Subject Areas : مدیریت استراتژیکramezan gholami 1 , davod shafieipoor 2
1 - Department of Management, Payame Noor University, Tehran, Iran
2 - Department of Public Administration, Payam Noor University, Tehran, Iran
Keywords: Brand trust, brand image, product innovation, brand loyalty, Samsung,
Abstract :
The aim of the present study was to investigate the effect of brand trust on brand loyalty with regard to the mediating role of brand image and product innovation among Samsung brand customers in Zanjan, which was conducted using a descriptive survey method with a correlation design. The statistical population studied included all customers of Samsung products, which, according to the Cochran formula for an unlimited population, were determined as the sample size by non-probability sampling method available to 384 people, and 345 questionnaires were collected (response rate 90 percent). The measurement tools included brand trust scales; brand image and brand loyalty from Vibasari et al. (2024); product innovation from Torres (2022), whose Cronbach's alpha coefficients were higher than 0.7. For data analysis, SPSS25 software was used at the descriptive level for frequency, mean and standard deviation, and at the inferential level for correlation tests and determining the relationship between variables, structural equations were used with SmartPLS3 software. The results of the hypothesis test showed that brand trust has a positive and significant effect on brand loyalty; brand image and product innovation, and also, the positive and significant effect of brand image and product innovation on brand loyalty was confirmed. In addition, brand image and product innovation play a mediating role in the relationship between brand trust and brand loyalty among Samsung brand customers in Zanjan.
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