Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/286191 
Title (translated): 
The relationship between trust, commitment and its effects on brand loyalty
Year of Publication: 
2020
Citation: 
[Journal:] Revista de Métodos Cuantitativos para la Economía y la Empresa [ISSN:] 1886-516X [Volume:] 29 [Year:] 2020 [Pages:] 131-151
Publisher: 
Universidad Pablo de Olavide, Sevilla
Abstract (Translated): 
This article considers the customer's trust and commitment variables in attaining the much desired brand loyalty. In this sense, the present study proposed to validate a theoric model composed of three pillars - trust, commitment and brand loyalty, which would be useful for companies with a focus on brand equity. This study was one of the first in the Brazilian academic context to utilize the aforementioned pillars in analyzing a brand with more than three decades of history in the Brazilian music entertainment sector, this being the Rock in Rio Festival. By means of the Facebook Advertisements, 725 online questionnaires were responded by participants in the 2017 edition of the Rock in Rio. In addition, three hypotheses which initially were established became five 5 hypotheses during the statistical analysis process, 4 of which were supported. According to the empirical results obtained, the relationship between the trust/service expectation X commitment, trust/service expectation X loyalty, trust/service recovery X loyalty and commitment X loyalty constructs presented satisfactory results. Therefore, the use of the said constructs in the test model yielded for commitment an R2 of 57.7% and for loyalty an R2 of 83.1%, each of which respectively is positive. The findings of this work were established on content analysis and statistical procedures based on multivariate techniques.
Subjects: 
brand
trust
commitment
loyalty
Rock in Rio
JEL: 
M31
C16
C30
L83
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-sa Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.