An Assessment of the Relationship Among Brand Trust, Perceived Value and Brand Loyalty

Abstract

Purpose: This study was conducted to determine the relationship between brand trust, perceived value and brand loyalty with respect to Toothpaste. Brand Loyalty was chosen as the dependent variable and the impact of above mentioned independent variables were checked on it. Method: Non Probability Purposive technique was used to collect the sample using three modified tools. In all, 280 questionnaires were distributed and out of them 265 were received eventually. Finally 250 questionnaires were selected for further analysis. The population of the study were all the customers of FMCG sector in Gwalior region buying specifically toothpastes. Age, marital status, education and gender were the demographic variable used for the study. Findings: Cronbach Alpha Reliability of brand trust scales was reported to be 0.840, For Perceived value it was reported as 0.698, for Brand loyalty it was 0.845. After Exploratory factor analysis, extracted factors were taken to AMOS for Confirmatory Factor Analysis (CFA). Through SEM, Study confirms a relationship of brand loyalty with all of the independent variables, which implies that the null hypothesis was rejected. Independent variables are positively and significantly linked with the dependent variable, which shows the Brand Loyalty can be achieved by improving Brand Trust and Perceived Value. The purpose of this study was to develop and implement a method to increase brand loyalty of the customers for toothpaste brand. The study also explored the relationship between brand trust, perceived value and brand loyalty in FMCG industry. Incremental Fit Measure and Parsimony Fit Measure were as per the required limit. The Construct Validity and Discriminant Validity were found to be as per threshold limit. Practical Implications: Current study is very useful for the managers who engage themselves in understanding perceived value, brand trust and brand loyalty. These variables can be used to understand the customers needs and making them satisfied. The study can be used by different researcher to evaluate the different factors in different prospective. It will also help the manager in knowing the parameters through which they can more satisfy to their customer. The conceptual Information from this study can also be utilized in terms of developing brand loyalty. This study can also be used as a foundation for researchers to conduct further studies in different context.

Keywords: Brand Trust, Perceived Value and Brand Loyalty

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