Enhancing Brand Image: Brand Trust, Brand Loyalty, and Social Media Influences on Building a Brand Image

Nalini Palaniswamy () and Muruganandam Duraiswamy ()
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Nalini Palaniswamy: PSG College of Technology
Muruganandam Duraiswamy: Bharathiar University Post Graduate Extension Centre

Chapter Chapter 14 in Digital Economy Post COVID-19 Era, 2023, pp 233-243 from Springer

Abstract: Abstract During the pandemic, the customers did not get the required opportunity to explore and select a brand in the retail space, largely the selection of products was driven by their prior knowledge about the brand, their trust toward the brand, their first purchase experiences, and largely the social media reviews. In spite of many pandemic business challenges, businesses were equally finding it difficult to retain their existing customers by brand switching. Enhancing brand trust, brand loyalty, and positive social media reviews were considered supportive factors to enhance the brand image. Many companies have eventually developed their social media strategies to maintain desired consumer-brand connections, and it is an effective tool to create a brand image in many recent studies. Brand trust and brand loyalty are always a predictor of brand image, but social media is found to be a new variable added to build a positive relationship for creating a better brand image. This study attempts to predict how the brand image is enhanced by the relationship among brand trust, brand loyalty, and social media. A sample of 300 was collected using a voluntary sampling method. The survey was done during a pandemic, and hence, the sample was collected using an online survey. The study results demonstrate how the frequency of brand purchases has an influence on brand variables, and it predicts how the independent variables influence the dependent variable. The study results will help the company to focus on various strategies to create brand trust and brand loyalty via social media platforms and create a positive brand image.

Keywords: Brand trust; Brand image; Brand loyalty; Social media (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-981-99-0197-5_14

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