The influence of brand trust on consumer loyalty

Abstract

PURPOSE: This study aimed to determine the influence of brand trust and its dimensions on consumer loyalty.

DESIGN/METHODOLOGY/APPROACH: The study was conducted on a sample of 428 Polish consumers of sports apparel brands who completed an online survey. The results were processed using exploratory factor analysis, Spearman’s rank-order correlation coefficient (Spearman’s Rho), and logistic regression analysis.

FINDINGS: The study demonstrated that brand trust plays a vital role in consumer buying behavior and has a positive effect on consumer loyalty. Brand trust measurement is a complex research problem, but the conducted analyses revealed that brand trust's proposed dimensions and structure were appropriate for measuring the examined phenomenon.

PRACTICAL IMPLICATIONS: Brand trust and its dimensions exert a positive impact on consumer loyalty. Measures aiming to improve the perceived product quality, brand image, and customer satisfaction bring tangible results by increasing consumer loyalty or maximizing the probability of such an increase.

ORIGINALITY/VALUE: The proposed methodological approach can help measure brand trust. Empirical data were verified to describe the parameters of the relationship between brand trust and consumer loyalty.