Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness

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Title Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness
Author Filo, Kevin Robert; Funk, Daniel Carl; Alexandris, Kostas
Journal Name International Journal of Sport Management and Marketing
Year Published 2008
Place of publication United Kingdom
Publisher lnderscience Publishers
Abstract Brand loyalty has emerged as a complex construct with a wide variety of antecedents that have been evaluated in the existing research. Using the psychological continuum model (PCM) as its theoretical framework, this paper examines the mediational role of brand trust in the relationship between brand associations and loyalty within two separate contexts of the sport brand environment. In making this examination, the authors try to determine whether brand trust does impact this relationship as well as whether this impact is different between the two separate contexts. A questionnaire was distributed to two separate samples (N=70 and 100) to measure seven brand associations, brand trust and brand loyalty and compare results for managed sport brands versus a fitness brand. Results reveal that brand trust mediates the link between brand loyalty and the management and popularity of the brand across both samples. For the managed sport brands, the links between brand loyalty and both nostalgia and vicarious achievement were also mediated. The authors propose that brand managers work to leverage brand trust through social responsibility, consumer satisfaction and quality customer service in an effort to increase consumer brand loyalty.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.inderscience.com/browse/index.php?journalCODE=ijsmm
Alternative URI http://dx.doi.org/10.1504/IJSMM.2008.015960
Volume 3
Issue Number 1/2
Page from 39
Page to 57
ISSN 1475-8962
Date Accessioned 2008-09-30
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Human Movement and Sports Science; Marketing and Market Research; Recreation and Leisure Studies
URI http://hdl.handle.net/10072/20333
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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