The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty
Chaudhuri and Holbrook study purchase loyalty and attitudinal loyalty as links between brand trust and brand affect on one side and brand performance, market share and relative price, on the other. They control for hedonic and utilitarian value, brand differentiation and share of voice, using an aggregate dataset of 107 brands from three surveys of consumers and brand managers. They find that trust and affect combine to shape both forms of loyalty, that purchase loyalty leads to greater market share and that attitudinal loyalty leads to a higher relative price. Journal of Marketing 65(2), 2001.
Chaudhuri and Holbrook study purchase loyalty and attitudinal loyalty as links between brand trust and brand affect on one side and brand performance, market share and relative price, on the other. They control for hedonic and utilitarian value, brand differentiation and share of voice, using an aggregate dataset of 107 brands from three surveys of consumers and brand managers. They find that trust and affect combine to shape both forms of loyalty, that purchase loyalty leads to greater market share and that attitudinal loyalty leads to a higher relative price. Journal of Marketing 65(2), 2001.
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Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2). doi:10.1509/jmkg.65.2.81.18255 https://doi.org/10.1509/jmkg.65.2.81.18255