The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector

The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector

There is a rising interest in Small and Medium sized enterprises (SME) branding to boost business performance. Despite that, less is known about how branding strategies influence business performance through customer’s loyalty. Hence, this study aims to test a model built based on social exchange th...

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Main Author: Ong, Chuan Huat
Format: Thesis
Language:eng
Published: 2016
Subjects:
HB615-715 Entrepreneurship
Risk and uncertainty
Property
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/6290/1/s94687_01.pdf
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id my-uum-etd.6290
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
advisor Md. Salleh, Salniza
Yusoff, Rushami Zien
topic HB615-715 Entrepreneurship
Risk and uncertainty
Property
HF5415.33 Consumer Behavior.
spellingShingle HB615-715 Entrepreneurship
Risk and uncertainty
Property
HF5415.33 Consumer Behavior.
Ong, Chuan Huat
The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
description There is a rising interest in Small and Medium sized enterprises (SME) branding to boost business performance. Despite that, less is known about how branding strategies influence business performance through customer’s loyalty. Hence, this study aims to test a model built based on social exchange theory on the role of brand trust (namely, emotional and rational-based trust) in bridging the gap between internal branding strategies (namely, brand experience and brand personality) on customer’s loyalty (namely, attitudinal loyalty and behavioral loyalty). To achieve the following objectives, 242 customers’ responses were obtained through an intercept survey at 10 restaurant outlets of successful SME brands in Klang Valley. Data were analyzed using PLS. The findings reveal that the brand experience has a significant positive relationship with both components of brand trust and brand loyalties. Brand personality, however, has a significant positive relationship with the component of emotional and rational trust, and behavioral loyalty only. Meanwhile, the component of emotional and rational trust has a significant positive relationship with attitudinal and behavioral loyalties. With regards to the mediation role of brand trust, the rational-based trust mediates the relationship between brand experience and attitudinal and behavioral loyalties. Whereas the emotional-based trust only mediates the relationship between brand experience and behavioral loyalty. No mediating effect is found of the emotional and rational-based trust on the relationship between brand personality and brand loyalty.
format Thesis
qualification_name other
qualification_level Doctorate
author Ong, Chuan Huat
author_facet Ong, Chuan Huat
author_sort Ong, Chuan Huat
title The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
title_short The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
title_full The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
title_fullStr The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
title_full_unstemmed The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector
title_sort direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward sme brands in klang valley restaurant sector
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2016
url https://etd.uum.edu.my/6290/1/s94687_01.pdf
_version_ 1747828052783529984
spelling my-uum-etd.62902021-04-19T06:29:30Z The direct and indirect effects of brand trust on attitudinal and behavioral loyalty toward SME brands in Klang Valley restaurant sector 2016 Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HB615-715 Entrepreneurship. Risk and uncertainty. Property HF5415.33 Consumer Behavior. There is a rising interest in Small and Medium sized enterprises (SME) branding to boost business performance. Despite that, less is known about how branding strategies influence business performance through customer’s loyalty. Hence, this study aims to test a model built based on social exchange theory on the role of brand trust (namely, emotional and rational-based trust) in bridging the gap between internal branding strategies (namely, brand experience and brand personality) on customer’s loyalty (namely, attitudinal loyalty and behavioral loyalty). To achieve the following objectives, 242 customers’ responses were obtained through an intercept survey at 10 restaurant outlets of successful SME brands in Klang Valley. Data were analyzed using PLS. The findings reveal that the brand experience has a significant positive relationship with both components of brand trust and brand loyalties. Brand personality, however, has a significant positive relationship with the component of emotional and rational trust, and behavioral loyalty only. Meanwhile, the component of emotional and rational trust has a significant positive relationship with attitudinal and behavioral loyalties. With regards to the mediation role of brand trust, the rational-based trust mediates the relationship between brand experience and attitudinal and behavioral loyalties. Whereas the emotional-based trust only mediates the relationship between brand experience and behavioral loyalty. No mediating effect is found of the emotional and rational-based trust on the relationship between brand personality and brand loyalty. 2016 Thesis https://etd.uum.edu.my/6290/ https://etd.uum.edu.my/6290/1/s94687_01.pdf text eng public other doctoral Universiti Utara Malaysia Aaker, D. A. (1989). Managing assets and skills: The key to a sustainable competitive advantage. California Management Review, 31(2), 91-106. Aaker, D. A. (1992). Managing the most important asset: Brand equity. Strategy and Leadership, 20(5), 56-58. Aaker, D. A. (1996). Building a strong brand. New York: Free Press. Aaker, D. A. (1996a). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. Aaker, D. A., & Joachimsthaler, E. (1999). The lure of global branding. Harvard Business Review, 137-144. Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). 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