Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Parceling of Loyalty: Brand Quality, Brand Affect, and Brand Trust Effect on Attitudinal Loyalty and Behavioral Loyalty

Author(s): Teguh Soedarto, Gigih Septian Aryo Kurniawan, Rifan Jefri Sunarsono

As a valuable asset, the brand gets many attentions from many parties. Trust and affect variables which are owned by customers on smartphone brand are two important variables believed contributing to the customers' loyalty. This study will focus on several important variables which relate to the brand's theoretical reinforcement by testing the relationship among five variables which is divided into eight hypotheses. One of this study purposes is to describe the importance of a brand in the customer's perspective. The value offered in this study is the parceling of loyalty variable becoming two forms which are attitudinal loyalty and behavioral loyalty which will be tested with brand quality, brand affect, and brand trust. The sampling technique used is accidental sampling and Partial Least Square is used to support in this quantitative research data processing. From eight proposed hypotheses, seven are accepted while one hypothesis is rejected that is the effect of brand trust on behavioral loyalty. This result contradicts with some previous studies and this finding should be tested also by other studies for confirming this relationship. Overall, these study findings are expected to give some knowledge in the specified area of marketing. 

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