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(April), 81-93.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking
variables in the chain of effects from brand trust and brand affect to brand performance (market
share and relative price).
The model includes product-level, category-related controls (hedonic value and utilitarian value) and
brand-level controls (brand differentiation and share of voice).
The results indicate that when the product- and brand level variables are controlled for, brand trust
and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in
turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the
brand.
Introduction
Superior brand performance outcomes such as greater market share and a premium price (relative to
the leading competitor) may result from greater customer loyalty. This loyalty, in turn, may be
determined by trust in the brand and by feelings or affect elicited by the brand.
Even though many marketers have emphasized the need to define brand loyalty beyond operational
measures (mostly sequence of purchases), the nomology of brand loyalty in behavioral theory (i.e.,
its relationships with other concepts in the expanding vocabulary of marketing research) requires
stronger integration. The present study explores the relationship among brand trust, brand affect,
and brand performance outcomes (market share and relative price) with an emphasis on
understanding the linking role played by brand loyalty.
Theoretical model
Brand loyalty: a deeply held commitment to rebuy or re-patronize a preferred product/service
consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing,
despite situational influences and marketing efforts having the potential to cause switching behavior:
two aspects: behavioral loyalty (the willingness of the average consumer to repurchase the brand),
attitudinal loyalty (the level of commitment of the average consumer toward the brand).
Brand affect: a brand’s potential to elicit a positive emotional response in the average consumer as a
result of its use. → a spontaneous, more immediate, and less deliberately process. “Affective
attachment” is likely to be most beneficial in uncertain environments. The close relationship of a
brand with its consumers (i.e., commitment) tends to reflect the level of positive affect generated by
that brand.
H2: Brand affect is positively related to both (a) purchase loyalty and (b) attitudinal loyalty.
Brand trust: the willingness of the average consumer to rely on the ability of the brand to perform its
stated function (only relevant in situations of uncertainty). → a process that is well thought out and
carefully considered. Brand trust leads to brand loyalty or commitment because trust creates
exchange relationships that are highly valued.
H1: Brand trust is positively related to both (a) purchase loyalty and (b) attitudinal loyalty.
Hedonic and utilitarian values: abstractly representing two types of knowledge gathered from prior
experience with the product category for use in evaluating individual brands within that product
category.
brand affect to brand performance: the role of brand loyalty. Journal of Marketing,
65(April), 81-93.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking
variables in the chain of effects from brand trust and brand affect to brand performance (market
share and relative price).
The model includes product-level, category-related controls (hedonic value and utilitarian value) and
brand-level controls (brand differentiation and share of voice).
The results indicate that when the product- and brand level variables are controlled for, brand trust
and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in
turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the
brand.
Introduction
Superior brand performance outcomes such as greater market share and a premium price (relative to
the leading competitor) may result from greater customer loyalty. This loyalty, in turn, may be
determined by trust in the brand and by feelings or affect elicited by the brand.
Even though many marketers have emphasized the need to define brand loyalty beyond operational
measures (mostly sequence of purchases), the nomology of brand loyalty in behavioral theory (i.e.,
its relationships with other concepts in the expanding vocabulary of marketing research) requires
stronger integration. The present study explores the relationship among brand trust, brand affect,
and brand performance outcomes (market share and relative price) with an emphasis on
understanding the linking role played by brand loyalty.
Theoretical model
Brand loyalty: a deeply held commitment to rebuy or re-patronize a preferred product/service
consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing,
despite situational influences and marketing efforts having the potential to cause switching behavior:
two aspects: behavioral loyalty (the willingness of the average consumer to repurchase the brand),
attitudinal loyalty (the level of commitment of the average consumer toward the brand).
Brand affect: a brand’s potential to elicit a positive emotional response in the average consumer as a
result of its use. → a spontaneous, more immediate, and less deliberately process. “Affective
attachment” is likely to be most beneficial in uncertain environments. The close relationship of a
brand with its consumers (i.e., commitment) tends to reflect the level of positive affect generated by
that brand.
H2: Brand affect is positively related to both (a) purchase loyalty and (b) attitudinal loyalty.
Brand trust: the willingness of the average consumer to rely on the ability of the brand to perform its
stated function (only relevant in situations of uncertainty). → a process that is well thought out and
carefully considered. Brand trust leads to brand loyalty or commitment because trust creates
exchange relationships that are highly valued.
H1: Brand trust is positively related to both (a) purchase loyalty and (b) attitudinal loyalty.
Hedonic and utilitarian values: abstractly representing two types of knowledge gathered from prior
experience with the product category for use in evaluating individual brands within that product
category.
