Brand trust and affect in the luxury brand-customer relationship

• Younghee Song

  Seoul School of Integrated Sciences and Technologies

• Won-Moo Hur

  Pukyong National University

• Minsung Kim

  Inha University

The influences of trust and affect on increasing likelihood to purchase luxury brands was examined. Because in most existing studies of luxury brand female customers have been targeted, in contrast a more comprehensive luxury brand loyalty building framework for male customers was demonstrated in this study. Results show a significant path from brand affect to brand trust, and from brand trust to brand risk and brand loyalty. The findings imply that brand affect, indirectly via brand trust, and brand trust directly, enhance brand loyalty behaviors and reduce perceived brand risk. The significant role of brand trust in building brand loyalty should be noted and more trust building oriented brand management strategies should be developed.

1. Won-Moo Hur, Pukyong National University
   Department of Business Administration
2. Minsung Kim, Inha University
   Graduate School of Logistics

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