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Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

M. Ikram Ul Haq (Department of Management Sciences, Lahore Garrison University, Lahore, Pakistan)
Abdul Khaliq Alvi (Department of Management Sciences, Lahore Garrison University, Lahore, Pakistan) (School of Management, Universiti Sains Malaysia, Penang, Malaysia)
Muhammad Akram Somroo (Department of Mass Communication, University of the Punjab, Lahore, Pakistan)
Nadeem Akhtar (Department of Management Sciences, Yanbu University College, Yanbu, Saudi Arabia)
Ashfaque Ahmed (Department of Management Sciences, Yanbu University College, Yanbu, Saudi Arabia)

Journal of Economic and Administrative Sciences

ISSN: 1026-4116

Article publication date: 17 May 2022

1392

Abstract

Purpose

Current research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

Design/methodology/approach

This is a cross-sectional research. Data is collected with the help of structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung users from Lahore, Pakistan.

Findings

Results indicate that brand credibility has a positive influence on attitude toward brand and brand loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand loyalty.

Research limitations/implications

There are some limitations of the current research. It includes only the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like Karachi, Multan and Faisalabad may also be included for generalization.

Practical implications

This research provides a practical framework for the marketing department of Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these variables will also be helpful for the marketing department of Samsung for checking the level of propose relationships periodically and comparing it with previous results which will provide the true picture about propose relationships. If the value of propose relationships increases or remains at same level, then Samsung can maintain the current policies about these variables and if the value of these variables decreases, the Samsung will improve the current policies about these variables.

Originality/value

This research contributed in theory of reasoned action by proposing the brand credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained separately. This research adds to the body of literature by checking the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

Keywords

Citation

Haq, M.I.U., Khaliq Alvi, A., Somroo, M.A., Akhtar, N. and Ahmed, A. (2022), "Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand", Journal of Economic and Administrative Sciences, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEAS-08-2021-0142

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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