The Mediating Role of Brand Love in the Relationship of Brand Trust and Brand Loyalty: A Research on Starbucks as a Brand
Keywords:
Brand trust, Brand love, Brand loyalty, Mediating roleAbstract
Brand love which represents the emotional attachment between the brand and the customer is based on a mutual relationship. Academic research has shown that brand love is closely linked with brand trust and brand loyalty. Thus, the aim of this article is to study if brand love has a mediating role in the relationship of brand trust and brand loyalty. The hypotheses of the research are tested on one sample with 378 people who prefer Starbucks coffee shops. The obtained data is tested by using various regression analyses within the framework of Baron and Kenny (1986)’s The Causal Inference Approach. The results of the research have proved that brand love has full mediating role in the relationship of brand trust and brand loyalty. That is to say, the effect of trust that Starbucks customers have, on brand loyalty is because of their brand love of Starbucks.
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