The value – brand trust – brand loyalty...

Trust has been recognized as an important factor that strongly influences customer loyalty. However, there has been little empirical research into brand trust in the marketing literature. In this study we investigate the moderating effect of some consumer characteristics on the value – brand trust – brand loyalty chain. The empirical findings, which are based on multiple-group causal analysis, show that the strength of the relationship between hedonic value and brand trust and
brand trust and brand loyalty is strongly influenced by consumer involvement, price consciousness, and brand consciousness.