The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa
Keywords:
Interpersonal Attachment Theory, Brand trust, Brand familiarity, Brand experience, Brand attachment
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.
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References
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Brakus, J.J., Schmitt, B. H. &Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Buil, I., De Chernatony, L. &MartÃnez, E. (2013) Examining the Role of Advertising and Sales Promotions in Brand Equity Creation. Journal of Business Research, 66, 115-122. Cakmak, I. (2016). The role of brand awareness on brand image, perceived quality and effect on risk in create brand trust. Global Journal on Humanities and Social Sciences, 4, 177-186
Chang, H. H. & Liu, Y.M. (2009). The impact of Brand Equity on brand preferences and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706. Chen, M.R.A., Chen, S. & Wu, C. (2015). Motivational Orientation and Brand Familiarity: Positive Emotions and Skepticism toward Online Advertising Using the English Language. Journal of Literature and Art Studies, 5(4), 282-300. Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. The International Business & Economics Research Journal (Online), 12(10), 1303-13-16. Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139. Chinomona, R.&Dubihlela, D. (2014).Does customer satisfaction lead to customer trust; loyalty and repurchase intention of local store brands? The case of Gauteng province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23-32.
Chinomona, R., Mahlangu, D. & Pooe, D. (2013). Brand Service Quality, Satisfaction, Trust and Preference as Predictors of Consumer Brand Loyalty in the Retailing Industry. Mediterranean Journal of Social Sciences, 4(14), 181-190. Chinomona, E. & Dhurup, M. (2016). The effects of organizational commitment and employee perceptions of equity on organizational citizenship behaviour in Zimbabwean SMEs. South African Journal of Labour Relations, 40(2), 1-22. Chiu, C. M., Huang, H. Y. & Yen, C. H. (2010). Antecedents of online trust in online auctions. Electronic Commerce Research and Application, 9, 148-159. Cristau, C. (2003). Définition, mesureetmodélisation de l’attachement à une marque comme la conjonction de deux dimensions distinctes et concomitantes: la dépendance et l’amitié vis-à -vis de la marque. 3rd International Congres Marketing Trends, Venise.
De Chernatony, L., McDonald, M. & Wallace, E. (2011). Creating powerful brands. 4th ed. Oxford, United Kingdom: Butterworth-Heinemann (Elsevier). Dhurup, M., Mafini, C. & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry.ActaCommercii, 14(1), 1-9.
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Jouzaryan, F., Dehbini, N. & Shekar, A. (2015). The Impact of Brand Personality, Brand Trust, Brand Love and Brand Experience on Consumer Brand Loyalty. International Journal of Review in Life Sciences, 5(10), 69-76.
Kang, J., Manthiou, A., Sumarjan, N. & Tang, L. (2016). An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry. Journal of Hospitality Marketing & Management, 2, 1-22. Kabadayi, E. T. & Alan, A. K. (2012). Brand trust and brand affect: their strategic importance on brand loyalty. Journal of Global Strategic Management, 11, 80-88. Kang, J., Manthiou, A., Sumarjan, N. & Tang, L. (2016). An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry. Journal of Hospitality Marketing & Management, 1(1), 1-22.
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th Edition). Pearson International Edition.
Keller, L.K. (2008). Strategic Brand Management, 3rd Edition, Upper Saddle River: Pearson Education. Khan, I. & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review, 3(1), 1-14. Kim, M. J., Chung, N. & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32, 256-265.
Laforet, S. (2010). Managing brands: A contemporary perspective. Berkshire, United Kingdom: McGraw-Hill.
Lee, M. S. W., Conroy, D. & Motion, J. (2012). Brand Avoidance, Genetic Modification, and Brandlessness. Australasian Marketing Journal (Amj), 20(4), 297-302. Liu, F., Li, J., Mizerski, D. & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
Louis, D. & Lombart, C. (2010), Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product and Brand Management, 19(2), 114-130. Magnoni, F. & Roux, E. (2012). The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands. Journal of Brand Management, 19(7), 595-608.
Mala¨r, L., Krohmer, H., Hoyer, W.D. & Nyffenegger, B. (2011), Emotional brand attachment and brand personality: the relative importance of the actual and the ideal self.Journal of Marketing, 75(1), 35-52. Mikhailitchenko, A., Javalgi, R. R. G., Mikhailitchenko, G. & Laroche, M. (2009). Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research, 62(10), 931-938.
Mkhize, L. (2010). The role of self-concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands, Master of Business Administration research project. Gordon Institute of Business Science, University of Pretoria. Pretoria. Moussa, S. & Touzani, M. (2013). Customer-service firm attachment: what it is and what causes it? International Journal of Quality and Service Sciences, 5(3), 337-359. Müller, R. A. (2014). Perceived Brand Personality of Symbolic Brands. Journal of Economics and Behavioral Studies, 6(7), 532-541. Nadzri, W. N. M., Musa, R., Muda, M. & Hassan, F. (2016). The Antecedents of Brand Experience within the National Automotive Industry. Procedia Economics and Finance, 37, 317-323.
Naidoo, G.M. (2011). An evaluation of branded retailing on consumer behaviour with a public relations context: A study of the influence of South African name brands on consumer behaviour. Doctor of Philosophy in Communication Science. University of Zulu land, Durban. Ndlela, T. & Chuchu, T. (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, 8(2), 79-90. Nguyen, T.H. & Gizaw, A. (2014). Factors that influence consumer purchasing decisions of Private Label Food Products.Bachelor thesis in in Business Administration. School of Business, Society and Engineering.
Nunnally, J. & Bernstein, I. (1994). Psychometric theory. (3rd Edition). New York: McGraw-Hill.
Oh, J., Shin, J. & Park, G. (2016). The Relationship among Brand Personality, Brand Trust, Brand Attachment, and Purchase; Intention. International Journal of Korean History, 16(2), 215-230. Parish, J. T.& Holloway, B. B. (2010). Consumer relationship proneness: A reexamination and extension across service exchanges. Journal of Services Marketing, 24(1), 61–73.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B. & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74, 1-17. Pawle, J.& Cooper, P. (2006). Measuring emotions: Lovemarks, the future beyond brands. Journal of Advertising Research, 46(1), 38–48 Rammile, N. (2015). The Influence of Brand Value, Brand Trust and Brand Attitude on Brand Attachment. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 43-46). Springer International Publishing. Raut, U. R. (2015). Analysis of Brand Resonance amongst Young Consumers with Reference to Select Product Categories. PhD Dissertation in Business and Management Studies, Faculty of Economics, University of Porto, Portugal.
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Published
2017-03-12
How to Cite
E, C., & ET, M. (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, 9(1(J), 69-81. https://doi.org/10.22610/jebs.v9i1(J).1558
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Section
Research Paper
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