The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty

Sena Ozdemir, ShiJie Zhang, Suraksha Gupta and Gaye Bebek

Journal of Business Research, 2020, vol. 117, issue C, 791-805

Abstract: Drawing on relational tie theory and theory of trust, this study examines the role of affective and cognitive trust in mediating the relationship between corporate brands and consumers, and in loyalty towards corporate brands of national dairy products in China. The study also investigates the moderating effect of peer influence on corporate brand and consumer relationships and the two trust types. Using survey data from 600 consumers, the study shows that while cognitive trust mediates the relationships between certain corporate brand and consumer constructs, including corporate brand competence and corporate brand communication and loyalty, affective trust mediates the effect of loyalty on corporate brand and consumer relationship constructs, including corporate brand communication, corporate brand liking and corporate brand similarity. Peer influence is found only to have a positive moderating effect on corporate brand communication regarding affective trust.

Keywords: Cognitive trust; Affective trust; Corporate brand relationships; Loyalty; Peer influence (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320301338
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:791-805

DOI: 10.1016/j.jbusres.2020.02.027

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().