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dc.contributor.authorFilo, Kevinen_US
dc.contributor.authorFunk, Danielen_US
dc.contributor.authorAlexandris, Kostasen_US
dc.date.accessioned2017-04-24T11:50:49Z
dc.date.available2017-04-24T11:50:49Z
dc.date.issued2008en_US
dc.date.modified2008-12-08
dc.identifier.issn14758962en_US
dc.identifier.doi10.1504/IJSMM.2008.015960en_AU
dc.identifier.urihttp://hdl.handle.net/10072/20333
dc.description.abstractBrand 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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherlnderscience Publishersen_US
dc.publisher.placeUnited Kingdomen_US
dc.publisher.urihttp://www.inderscience.com/browse/index.php?journalCODE=ijsmmen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom39en_US
dc.relation.ispartofpageto57en_US
dc.relation.ispartofissue1/2en_US
dc.relation.ispartofjournalInternational Journal of Sport Management and Marketingen_US
dc.relation.ispartofvolume3en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode370403en_US
dc.subject.fieldofresearchcode321499en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleExploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitnessen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Managementen_US
gro.date.issued2008
gro.hasfulltextNo Full Text


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