The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey

Abstract

The main purpose of this study is to examine the relations between brand trust, brand affect, attitudinal loyalty and behavioral loyalty. In this regard, an online survey was conducted on sports shoe consumers in Turkey. 428 consumers participated in the survey which has been open for two months on the relevant web page. Hypotheses, which were proposed within the framework of the research model, were tested with structural equation modeling. The results indicate that there is a positive relation between brand trust and brand affect. Brand trust is also positively related to both attitudinal loyalty and behavioral loyalty. Contrary to expectations, brand affect exerted no significant impact on behavioral loyalty.