The Nonlinear Relationship Among Brand Satisfaction, Brand Trust and Brand Loyalty
According to the theories of the demand-level theory and the two-factor theory, this article divides the factors, which affect the brand loyalty, into the hygienic factor and the motivator factor. Besides, it studies the effect of formation and development on their brand loyalty, respectively. On the basis of sufficient theoretical research, this article proposes some theoretical hypothesis which includes curvilinear and interactive effects among the brand satisfaction, brand trust and brand loyalty. And through structural equation model, it has carried on the examination to the mobile phone users. The result has supported the majority of the suppositions and verified that the brand satisfaction as one hygienic factor plays an important role in the process of forming brand loyalty. But, simultaneously, the study discovers that the motivation function of brand trust is weak to the formation and development of brand loyalty. The results provide theoretical guidance and empirical basis for the marketing practice.
Nonlinear brand loyalty hygienic factor motivator factor
ZHANG Yueli LI Wenchuan
School of Economics and Management, Zhejiang Forestry College, China, 311300
国际会议
天津
英文
116-122
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）