Brand affect, brand trust, and perceived value: their impact on brand loyalty

The purpose of this study is to find out the impact of brand affect, brand trust, and perceived value on brand loyalty in fast moving consumer good product category. First review the relevant literature and establish hypotheses and conceptual framework. Data were collected from 314 Sunlight (brand) laundry shop users, using convenience sampling techniques. The results indicate that the data were a good fit to the proposed model. The impact is measured with beta coefficients of brand affect (0.223;t=6.284, p=0.000), brand trust (0.312; t-9.237; p=0.000), and perceived value (0.496; t=13.881; p=0.000). Marketing managers need to concentrate on creating superior value along brand trust and brand affect to their customers, which help them to enjoy great market share in the market place in this competitive marketing situation. This research is the first of its type that incorporates brand affect, trust and perceived value as the independent variables to test the impact on brand loyalty in a single causal model.