“Brand Image and Trust on Customers Loyalty: A Study on Private Label Brands in Hubli-Dharwad Conglomerate City of Karnataka”
Journal Title: International Journal of engineering Research and Applications - Year 2017, Vol 7, Issue 9
Abstract
Brand image plays vital role in building the brand and loyalty. This can also be measured through the trust. The focus of this study is to show the relationship between the brand image, trust and customer’s loyalty towards private label brands in Hubli-Dharwad city. This study consists of 194 valid questionnaires. The Baron and Kenny (1986) four step method of mediation was used to test the model which consists of trust as mediating between the brand image and loyalty. Liner regression method was used in measuring relationship between the dependent and independent variables. The result show that there exist a relationship between direct brand image and customer loyalty, between Brand image and trust, between trust and customers loyalty and trust mediates the relationship between the brand image and customers loyalty. The study evident that there is a mediating effect of trust between the brand image and customers loyalty.
Authors and Affiliations
Mr. Basavaraj Sulibhavi, Dr. Shivashankar K
Keywords
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- DOI 10.9790/9622-0709060106.
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