Is Trust Necessary to Increase Loyalty in Adult Consumers?

Kinanti Alvani Pane, Martina Dwi Mustika, Bertina Sjabadhyni,




Abstract

The aim of this study is to examine if brand experience can predict brand loyalty of older adult consumers through brand trust. This cross-sectional study involved 390 Indonesian older adult consumers of a mineral water who completed a self-report questionnaire. Mediation analysis suggested that brand experience was significant for predicting brand loyalty, either directly or indirectly, suggesting partial mediation. This result further implied that older adult consumers’ experience of a brand can maintain ongoing brand loyalty.In addition, brand trust does not necessarily influence the relationship between brand experience and brand loyalty, which implies that experience is sufficient to maintain older adult consumers’ loyalty to the product. The limitations of this research and potential future research is also discussed

Save to Mendeley



Keywords

Brand Experience, Brand Loyalty, Brand Trust, Older Adult Consumer.

Full Text:

PDF

References

Alba, J. W.&Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research,13(1), 411–454.

Baloglu, S. (2002). Dimensions of customer loyalty: Separating friends from well wishers.Cornell Hotel and Restaurant Administration Quarterly,43(1), 47–59.

Berg, L. (2015). Consumer vulnerability: Are older people more vulnerable as consumers than others? International Journal of Consumer Studies,39(4), 284–293.

Blau, P. M. (1964). Exchange and power in social life. New York: Academic Press.

Brakus, B., Scmitt, B. H.and Zarantonello, L. (2009). Brand eperience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

Chaudhuri, A. & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty.Journal of Marketing,65, 81–93.

Dawson, J.F. (2014). Moderation in management research: What, why, when, and how. Journal of Business and Psychology,29(1), 1–19.

Dekimpe, M., Steenkamp, J-B., Mellens, M.&Abeele, P. (1997). Decline and variability in brand loyalty.International Journal of Research in Marketing,14(5), 405–420.

Deshpande, R. &Krishnan, S. (1981). Correlates of deficient consumer information environments: The case of the elderly. Advances in Consumer Research,9, 515–519.

Drolet, A., Schwarz, N.&Yoon, C. (2010). The aging consumer: Perspectives from psychology and economics. New York: Routledge.

Gentile, C., Spiller, N. &Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal,25(5), 395–410.

Global Health Observatory (GHO). (2018)Life expectancy. Retrieved from http://www.who.int/gho/mortality_burden_disease/life_tables/situation_trends/en/.

Gravetter, F. J. &Forzano, L. A. B.(2012). Research methods for the behavioral sciences (4thed.). Canada: Wadsworth Cengage Learning.

Ha, Y.H. &Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour,4(6), 438–452.

Haryanto, J. T. (2017). Penduduklansiadan bonus demografikedua (Elderly population and second demographic bonus). Retrieved from KementerianKeuanganRepublik Indonesia webpage: https://www.kemenkeu.go.id/publikasi/artikel-dan-opini/penduduk-lansia-dan-bonus-demografi-kedua/

Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guildford Press.

Hurd, M. &Rohwedder, S. (2011). Effect of the economic crisis on the older population: How expectations, consumption, bequests, and retirement responded to market shocks (PRC WP2011-09). Philadelphia: Pension Research Council.

Iglesias, O., Singh, J. J.&Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570 582.

Kuikka, A.&Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product & Brand Management, 21(7), 529–537.

Lambert-Paundraud, R., Laurent, G.&Lapersonne, E. (2005). Repeat purchasing of new automobiles by older consumers: Empirical evidence and interpretations. Jornal of Marketing,69, 97–103.

Lau, G.T. &Lee, S.H. (1999). Consumers’ trust in a brand and the link to brand loyalty.Journal of Market Focused Management,4, 341–370.

Long, N. (1998). Broken down by age and sex: Exploring the ways we approach the older adult consumer.Journal of the Market Research Society,40(2), 73–91

Matzler, K., Grabner‐Kräuter, S.&Bidmon, S. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect. Journal of Product & Brand Management,17(3), 154–162.

Morgan, R. M. &Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing,58, 20–38.

Morrison, S.&Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience.Journal of Brand Management,14(5), 410–421.

Moschis, G. P. (2012). Consumer behavior in later life: Multidisciplinary approaches and methodological issues.Research in Consumer Behavior,9, 103–128.

Nysveen, H.,Pedersen, P.&Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions.Journal of Brand Management,20(5), 404–423.

Oliver, R. L. (1999). Whence consumer loyalty?Journal of Marketing,63,33–44.

Ramaseshan, R.&Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships.Journal of Brand Management, 2, 664–683.

Şahin, A.,Zehir,C.&Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands.Procedia-Social and Behavioral Sciences,24, 1288–1301.

Schmitt, B. H.&Rogers, D. L. (2008). Preface. In: B.H. Schmitt and D.L. Rogers (eds.)Handbook on brand and experience management(pp. ix–x). Cheltenham, UK: Edward Elgar.

Singh, J. J., Iglesias, O.&Batista-Foguet, J. M. (2012). Does having an ethical brand matter? The influence of consumer perceived ethicality on trust, affect and loyalty.Journal of Business Ethics,111(4), 541–549.

Sousa, V. D. &Rojjanasrirat, W. (2011). Translation, adaptation and validation of instruments or scales for use in cross‐cultural health care research: A clear and user‐friendly guideline. Journal of Evaluation in Clinical Practice, 17(2), 268–274.

Triandis, C.H., Bontempo, R., Villareal, M.J., Asai, M. &Lucca, N. (1988). Individualism and collectivism: Cross-cultural perspectives on self-ingroup relationships. Journal of Personality and Social Psychology,54(2), 323–338.


DOI: https://doi.org/10.24167/psidim.v17i2.1658

Article Metrics

Abstract viewed : 92 times
PDF files downloaded : 29 times

Print ISSN : 1411-6073 | online ISSN : 2579-6321 View My Stats

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.