IDEAS home Printed from https://ideas.repec.org/a/rnd/arjebs/v9y2017i1p69-81.html
   My bibliography  Save this article

The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa

Author

Listed:
  • Chinomona E
  • Maziriri ET

Abstract

In today’s post-modern era, brands significantly play an important role in consumer behaviour. This paper aimed at examining how brand trust, brand familiarity and brand experience have an influence on brand attachment using a sample of consumers within the Gauteng Province of South Africa. A quantitative method using Smart PLS was employed to test the relationships among the three hypotheses. A structured questionnaire consisting of validated scales for brand trust, brand familiarity, brand experience and brand attachment was administered to a sample of 181 consumers within the Gauteng province of South Africa. The results of this study showed that brand trust, brand familiarity and brand experience positively influences brand attachment in a significant and direct way. The results of this empirical study provided fruitful implications toacademicians, practitioners as well as policy makers from the perspective of academicians.This study makes a significant contribution to the brand management literature by systematically examiningthe influence of brand trust, brand familiarity and brand experience on brand attachment. On the practitioners’ side, this study therefore submits thatbrand managers for companies in the Gauteng province ought to concentrate on strategies that enhance brand experience because it is likely to yield the desired brand attachment when compared to other research constructs. The results which have been obtained from this study may also be used to generate new policies and revision of the existing policies. Precisely,policies or strategies which exist in numerous organizationsare there in order to make consumers remain attached to certain brands.Moreover, this study vastly add new knowledge to the present body of brand management literature in Africa - a context that is neglected by some academicians in developing countries.

Suggested Citation

  • Chinomona E & Maziriri ET, 2017. "The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 9(1), pages 69-81.
    • Handle: RePEc:rnd:arjebs:v:9:y:2017:i:1:p:69-81
    DOI: 10.22610/jebs.v9i1(J).1558
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/1558/1380
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/1558
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jebs.v9i1(J).1558?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lee, Michael Shyue Wai & Conroy, Denise & Motion, Judith, 2012. "Brand avoidance, genetic modification, and brandlessness," Australasian marketing journal, Elsevier, vol. 20(4), pages 297-302.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Fanny Magnoni & Elyette Roux, 2012. "The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands," Post-Print hal-03591724, HAL.
    4. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    5. Thubelihle Ndlela & Tinashe Chuchu, 2016. "Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour," Journal of Economics and Behavioral Studies, AMH International, vol. 8(2), pages 79-90.
    6. Mikhailitchenko, Andrey & Javalgi, Rajshekhar (Raj) G. & Mikhailitchenko, Galina & Laroche, Michel, 2009. "Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall," Journal of Business Research, Elsevier, vol. 62(10), pages 931-938, October.
    7. Belk, Russell W, 1989. "Extended Self and Extending Paradigmatic Perspective: Comment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 129-132, June.
    8. F. Magnoni & Elyette Roux, 2012. "The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands," Post-Print halshs-00785825, HAL.
    9. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    10. Kim, Myung-Ja & Chung, Namho & Lee, Choong-Ki, 2011. "The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea," Tourism Management, Elsevier, vol. 32(2), pages 256-265.
    11. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    2. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    3. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    4. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    5. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    6. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: The role of brand trust, age, and income," Post-Print hal-02118504, HAL.
    7. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    8. Vladimir Sashov Zhechev & Evgeni Stanimirov, 2017. "Image Effects of the Extension of Niche Class F Vehicles in Bulgaria," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 132-171.
    9. Shobeiri, Saeed & Laroche, Michel & Mazaheri, Ebrahim, 2013. "Shaping e-retailer’s website personality: The importance of experiential marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 102-110.
    10. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    11. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    12. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.
    13. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    14. Abdul Saleem & Salman Hussain & Faizan Ul Haq & Asadullah Lakho & Muhammad Nabeel Khan, 2022. "Determinants of Consumer Behavioral Intension towards Clothing Brand in Pakistan: The Role of Brand Personality Appeal," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 163-172, December.
    15. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    16. Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
    17. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    18. Desveaud, Kathleen & Mandler, Timo & Eisend, Martin, 2024. "A meta-model of customer brand loyalty and its antecedents," Journal of Business Research, Elsevier, vol. 176(C).
    19. Massara, Francesco & Scarpi, Daniele & Melara, Robert D. & Porcheddu, Daniele, 2018. "Affect transfer from national brands to store brands in multi-brand stores," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 103-110.
    20. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjebs:v:9:y:2017:i:1:p:69-81. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jebs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.