The Impact of Brand Trust on Brand Satisfaction and Brand Loyalty: A Study on Selected Television Brands in Bangladesh

Abstract

The study is conducted to analyze the impact of Brand Trust and the impacts of it on the Brand Satisfaction on Brand Loyalty and overall brand equity. Such impacts were examined in the context of Television industry including three prominent Television brands Samsung, Sony, and LG. The study is an exploratory one where both qualitative and quantitative data are being used and the size of the sample is 51. The sampling technique is non-probabilistic in nature. Reliability considered constructs was evaluated through Cronbach Alpha values that were found to be in the acceptable range.

The study found that the Brand Trust (BT) and Customer Satisfaction (CS) have impacts on Customer Loyalty (CL). The changes is the overall Customer Loyalty can be explained the changes in both Brand Trust (BT) and Customer Satisfaction (CS) by 35.50%. The study also found that Customer Satisfaction (CS) has more impact on the Customer Loyalty because of higher Beta value. The study found that the Brand Trust (BT) and Customer Satisfaction (CS) have impacts on Brand Equity (BE). The changes in the overall Brand Equity can be explained by the changes in both Brand Trust (BT) and Customer Satisfaction (CS) by 44.30%. The study also found that Customer Satisfaction (CS) has more impact on the Brand Equity (BE) because of higher Beta value. The study found that the Brand Trust (BT), Customer Loyalty (CL) and Customer Satisfaction (CS) they all have statistically significant impacts on Brand Equity (BE).