Understanding the influence of Brand Reputation and Trust on Loyalty: A Mediated Role of Relationship

Abstract

Recent studies have highlighted the significance of brand relationship among consumers and using it as an enabler for brand loyalty. Through this paper, the study explores the importance of brand reputation, brand trust, brand relationship as factors aiding the formation of strong brand loyalty. A cross-sectional survey was conducted in the growing organic personal care market among females to test the model. The organic cosmetic industry was selected due to its gaining importance and priority among the young health-conscious consumer. Organic and natural beauty care products also recorded the fastest growth in the beauty and personal care industry. The study focused on the brand reputation’s significance over brand loyalty. Our research also incorporated a mediating variable - brand relationship into the brand reputation and brand loyalty analysis. It also hypothesized the effect of brand trust on brand loyalty. We reported the results where the importance of brand reputation in building brand loyalty was stressed. The role of brand relationship in strengthening the association between brand reputation and brand loyalty was also noted.